 First of all just got a long-awaited haircut. So I know it's way shorter than it usually is and It's just more convenient for me. So I apologize for those of you who like my longer hair But this is how it's going to be for a while anyway, today I want to talk to you about a kind of a little phenomenon that's been happening in the past couple years maybe 10 years and in the in the marketing email marketing field, which is that when you sign up for an email newsletter and Do you ever see the newsletter sender say please go and check your inbox and put my email Into your primary folder Not into the promotions or newsletter or bulk folder put it in the primary folder where you're all your important emails are Have you ever seen that and how do you feel about that? First of all? I'm really wondering if you have a feelings about that because whenever I saw that I'm like wait in it Wait a second The newsletter so sender what you want me to do is to put your Newsletters the ones that you send to me and lots of other people you want me to put that Into my primary email inbox where my friends send me emails my clients send me emails my family members and Other important sender do you want me to to treat your newsletter as Important as the emails from my clients and my friends and my family. Is that right? What so do you want me to do that just for your newsletter and not for anybody else's new letters? So because you're so special, right? It's just I know to me It's always smacked of such selfishness like such narrow thinking or maybe it's because for a long time I've been preaching the message of the golden rule in marketing Which is to do one to others the golden rule right do one to others as you want them doing to you, right? or Maybe another way of saying it which I've talked about in the past the Kantian imperative from from from the philosopher Kant and it's basically says Do the thing which if everyone else did would make the world a better place So in other words, don't be selfish and say well, I'm more special So I should get to do certain things, you know, that are beneficial to me But don't everybody do it because if everyone did it the world would be worse You know, so for example if you put all the newsletters you subscribe to in your primary inbox along with them With the emails from your clients, etc It would just completely clutter up your email and maybe some of you don't even have a Primary inbox and a promotion folder or newsletter and you should set that up immediately You should set that up immediately go into your email inbox right now. Stop watching this Okay, go into your email inbox and start marking the newsletters you get including mine Not a spam, but as these should be filtered out into a separate folder that I will check when I have time See and of course, I know why marketers do that they want they You know, we all we marketers all think our messages are so important And you should open my email when I send it to you you should open it right away and take action Just like I can command you to take action, right? Which again is that same dynamic I wrote about before which is why You know, I don't think we should be inspired to be anyone's guru, right? And the irony of course is I have this background that makes me look like I'm a guru or something, but I'm not I just like this background today So so it's so in other words as As a newsletter reader as somebody like all of us are newsletter readers You should automatically filter The newsletters you subscribe to into a separate folder So it doesn't clutter up the emails from your important people your your personal emails from clients friends, etc That's the step number one and then you should once you clear your important emails Then go when you have time go look at the newsletters that you subscribe to and you know and enjoy anything, right? And step two as a sender yourself Don't make that selfish choice of saying you should put my emails You should mark my emails as important not everyone else's just mine because I'm so special Okay, so so in other words, I'm asking you to do the same to my emails put my emails Into a separate folder that you only see occasionally Along with everyone else's newsletters that you subscribe to okay, so that we should all be on a level playing field And let me tell you this is really the work. Look. What is the work? We're doing as newsletter writers Let me tell you the work. It's it's two-fold, right the first part of the work that we're doing is that We are trying to market We are trying to write for people who are the right fit for us the right fit for us We're not trying to write for everybody. We're trying to write for our ideal audience or ideal clients, right? I talk about the true fan idea all the time, which we're only trying to write for our true fans So in other words, we want to write to people who are eager to read our emails Yes, and and if our emails go into the promotions folder or newsletter, they should they they actually have a Have this idea that ooh, I want to go check out the promotions folder because I want to see George's emails or whatever maybe right I don't want to miss George's emails. Whatever so step one as Writers of newsletters. We want to market to the to the to the ideal people not to everybody Okay, so knowing that if we're marketing to the right people, they will be eager to read our newsletters So step two. It's our job to write such good newsletters That they want to go and look for our emails just like you know when I check my newsletter folder sometimes I'm looking for the few people that I am excited to read the people that I feel like write emails that I Feel cared cared about that are valuable to me, right? Not the ones that are always trying to sell me something or the ones that you know I don't know just don't don't matter to me. I'd usually unsubscribe from those anyway, so I Just all I wanted to say in today's video is This is another example of the golden rule it's just to do the marketing in a way that that Makes our audience feel cared for or rather don't make our audience feel like we're selfish because I know it's easy to be selfish but if we realize that we just need our true fans and That these are people we want to care about anyway that we do care about then we don't need to be selfish We can simply try to create a relationship That's more of a friendship and how do we treat friends? We want our friends to be productive too We want our friends not to have their email inbox cluttered by all the stuff, right? We wouldn't recommend that to our friends We wouldn't recommend to our friends. Yes, you should put your the newsletters into a separate folder Why don't we treat our subscribers like we treat our friends? Because that's what they are All right, I hope this is helpful. I'm George cowl authentic business coach with the shortest hair I've ever had and Thanks for joining me for this. I'm always open to your comments to your questions And I'm gonna give you a chance to to write your comments and questions below While I go and check out the comments if there are any from my live viewers of this video, so Give me a moment and I'll give you a moment to add any comments you'd like Okay So Yes, and thank you lure for joining me And and Hanny as well. Thank you so much. Yeah. All right. Well Thanks for joining me and Hopefully this will help you as a reader to make things more efficient by filtering the emails into a separate place And as a sender to just realize that we just want to show caring to our subscribers They will look forward to our emails. All right be well, and I'll see you in another video. Take care