Chapter 1: The Disconnect Between Words and Actions

In the realm of marketing, it's crucial to recognize that customers often don't make purchasing decisions based solely on logic. Recently, I received a harsh email from a subscriber who was dissatisfied with my content, particularly my storytelling approach and the frequency of my emails. Despite his complaints, he mentioned that he had purchased several of my products and enjoyed them. However, he felt overwhelmed and decided he no longer wanted to receive my emails.

This lengthy email felt like an attempt to justify his departure, as though I was expected to alter my business practices to accommodate his preferences. A few days later, I checked my email service provider to confirm his unsubscribed status. Surprisingly, he hadn’t unsubscribed, and even opened my subsequent email. Eventually, I took the step to remove him from my list and informed him of my action.

Similarly, I frequently encounter clients who express their aversion to marketing, labeling it as "gross" and questioning its necessity. Yet, these individuals willingly joined my email list. My business revolves around helping people market their best work to enhance sales. Ironically, those who claim to dislike marketing often end up purchasing my products shortly afterward.

Follow Their Actions, Not Their Words

It’s essential to pay closer attention to customer behavior rather than solely relying on their verbal feedback. Emotional and instinctual factors predominantly drive purchasing decisions. Although we may wish to approach buying logically, our emotional responses usually take precedence. Logic typically comes into play only after a purchase decision has been made to rationalize that choice.

As Ralph Waldo Emerson aptly stated, "Your actions speak so loudly, I cannot hear what you are saying." This principle holds especially true in business. If you receive overwhelmingly positive feedback before launching a product but see no sales, it suggests that the positive comments were insincere. Conversely, negative feedback combined with actual sales indicates you have a winning product. In that case, it’s wise to disregard the initial critiques.

When engaging in commercial selling of your creative work, the only measure that truly counts is the sale itself. Regardless of the positive or negative comments you receive, customer buying patterns reveal the hard truth.

The Power of Email Feedback

The best method for gathering this feedback is through email. If you're ready to cultivate your email list, I have a resource for you.

I've created a free email masterclass, the Tribe 1K, which took me months to develop through numerous revisions. This program teaches you how to build your email list and acquire your first 1,000 subscribers without spending a dime on advertisements.

Many successful individuals, including New York Times bestselling authors and professionals from various fields, have benefited from the Tribe 1K program. Your email list can empower you to achieve freedom through your creative endeavors.

To ensure you don’t miss out on this opportunity, I encourage you to start your email list now. Relying solely on social media isn't sufficient; begin your list before you feel the urgency to do so.

Click the link to secure your spot before I start charging for enrollment. My Tribe 1K Email Masterclass, valued at $97, includes all necessary templates and checklists, and is available for you here.

August Birch, known as the Book Mechanic, is a Michigan-based author specializing in both fiction and non-fiction. As a self-proclaimed email marketing expert, August assists indie writers and creators in achieving freedom through their work. Outside of writing, he enjoys time with his family and takes pride in his practical skills.

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