What Are The Emotions & Behaviors We Need To Create In Order To Make This Work?
1/ Create Curiosity
We need to get a human being to open an email from an address they don’t recognize, read the information inside and then take the time to click out and see how their organization is being represented on a directory they’ve never heard of.
2/ Create Connection
We next want them to interact with us - preferably by email to tell us what they think of the entry, if they’d like to make changes, if they want us to remove it, etc.
At this point it isn’t what they come back to us with, it is the act of them responding that is the critical behavior. If they respond, it means we have their attention and that in turn allows us to start developing a relationship with them.
3/ Create Action
The final behavior we are seeking is for them to start creating things for us.
- Create a link to the directory from their website - preferably in a blog post or at least on a resource page.
- Create activity on social media by writing new posts and updates about the directory or sharing Grief Directory social posts and updates
- Create awareness of the directory in their audience by writing about us in their newsletter
While we may generate some links directly from the initial outreach email, it is likely that the best links, the ones that are most considered and easily shared will come from having a dialog and developing a relationship with the organization.
We don’t even get to that step if we can’t get them to open the initial outreach email.
Next Week: Creating Curiosity by Email