Lessons from IWD emails
Plus how to be mindful of others' points of view
Welcome to Connectable #016 🧑🤝🧑
I am so thrilled to have you here!
I want to help your business succeed. I want to inspire change. I want you to question your current processes and align yourself with the needs of your audience/community. I want you to attract the right people, solve the right problem and create superfans.
The medium? Email.
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So this happened last week. After 2 years, covid finally found its way into my body, or at least it was the first time it completely wiped me out. In the past, the worst part of being ill for me was never so much the illness itself but rather the fact that I was unable to do any work. Stupid right? One of my goals for 2022 is to be kinder to myself, so this was a great test to try and ignore the do-to list or feelings of shame and guilt about falling behind. It’s not like any of the work I was going to do would have been any good anyway…
So here’s a little reminder for you all today: be kind to yourself. Your worth is not linked to how much work you do.
IWD emails made me weep…
One thing that kept me entertained last week (whilst simultaneously had me weeping in disappointment) were all the International Women’s Day emails that flooded into my inbox. It made me wonder how is it possible that so many brands still have seemingly very little awareness of the importance of integrity and representation.
Throughout the year I see so many businesses jump on the bandwagon of every kind of ‘national day’, say “happy___day!” and offer a discount, regardless of how it fits in with their product offerings, brand image and ethics.
I wanted to show you some examples from IWD to invite you to really think about the messaging of your emails and remind you to not send emails just for the sake of it so that ultimately, you can STAND OUT by being honest, true and meaningful in all your communications, your storytelling and any kind of ‘discount days’ you may get involved in.
To help me, I will be using the wonderful archive and social media commentary by the legendary feminist cartoonist Lily O’Farrell, because really she just says it better than me.
This is indeed wild…
Ready to see some examples?
Can you see my point? Can you see why I laughed and wept at the same time?
You may not be selling in the e-commerce space and you may not have sent out IWD discounts, but I think it is still important to be faced with these examples in order to push us to rethink our strategies and remind us to always put our audience first.
It feels like so little thought has been put into the person, the human being on the receiving end of these emails. Instead, it’s a chance to make money by sending out generic statements about women being ‘strong’. As if we need an email and a discount to tell us we are strong…
For me, it ultimately circles back around to trust. Ask yourself how you will actually build trust and write down some rules to stick to. How will you show that you genuinely care for your audience? Do you respect them and more importantly, how will they know that?
Reminder: every single piece of communication is an opportunity to build and also break trust.
Something awesome of the week 📖
Ed Callow has started a new newsletter and you should all check it out! Ed is a fellow freelance copywriter and has recently launched Moonspotting with the goal of offering “a space for narratives about mental health that run counter to the current public discourse.”
Through sharing his own experiences with depression, Ed hopes to openly and honestly shed some much-needed light on “just how individual and idiosyncratic the symptoms of mental health disorders can be” and how creativity can be our bright star in the dark.
If you’re up for something “honest, stark, and at times uncomfortable” then do join Ed on this important journey. This is a free fortnightly newsletter with the option to pay £5/month to get an additional piece of original writing every week.
Article of the Week 📜
How To Be Mindful Of Others' Points Of View When Writing - Kaleigh Moore
“Words create three-dimensional objects and settings that can be viewed from different angles, perspectives, and through various lenses.
Translation: What you write might look/sound/feel one way to you, but could, in fact, come across totally different to your readers.”
Tip: Pay close attention to 4-letter words as these are often subjective (e.g. best, most, fair, easy, good).
That’s all for this week, thanks so much for the support.
If you enjoyed this newsletter, please give it a like or share it with your friends/on Twitter. I’m still a newbie, so any help would be awesome! 💚
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If you have any questions, want to say hi, or want to feature in my Q & As - my DMs are always open @LisanneNausner.
Have a fabulous week full of connection!
- Lisanne 🌻