That Was Close
I know the best shortcut.
I avoid an unfortunate stretch of road (think strip malls and traffic) in my otherwise-charming city by regularly cutting through one of Asheville's loveliest, tree-filled neighborhoods instead.
What could be a road-ragey ordeal becomes a leisurely meander among the woods and elegant homes. It's easy to get lost in one's thoughts. A few years ago, I had taken the shortcut and was dreamily coasting along the winding roads, enjoying the dappled light among the trees.
As I rounded a curve, I suddenly had to swerve hard to miss a woman walking her dogs in the middle of the road, chatting away on her cell phone and laughing.
My adrenaline surged and my hands tingled as I realized just how close I had come to hitting her.
My next realization was who the woman was:
"I almost ran over Andie McDowell!!"
"How could you, Jane?"
Yes, Ms. McDowell was Asheville's most famous resident for several years, and could be occasionally spotted at art galleries, downtown restaurants, and… in front of my moving car.
I couldn't help thinking about what would have happened if I'd caused her demise. There would be no Four Weddings along with that Funeral. There would be no Groundhog Day-style do-over. Everyone would have hated me for ending America's sweetheart.
I no longer coast along that road. I enjoy the lack of traffic, but I pay attention.
So what does this have to do with business?
Well, there's another kind of “coasting” that may not lead to flattening movie stars, but it could be impacting your marketing.
A member of my Mastermind recently mentioned that she could “feel the funnel” with certain marketers in her inbox. That is, the tone, wording and “vibe” of automation came across in the communication.
Now, it's normal to use automation, especially with email. (If you're getting these newsletters from me, you may have received some of my own automated emails at first. It's a way for me to quickly orient you to who I am, and invite you to be in conversation with me).
Automation can be a great way to cut down on redundant tasks and steps, and gain back some of your valuable time.
But if you completely “set it and forget it” and use automation to exit your business, your clients/audience will feel it.
Where are you using automation in your business?
Whether it's an email nurture-sequence, an auto-responder for incoming messages, or pre-scheduled posts in your social media, are you checking in regularly to make sure there's plenty of “you” in your communication?
Be sure to refresh your sense of “presence” in your automated communications by:
updating content (and cultural references) regularly,
personally responding to messages/emails/dm's,
mixing up the order, timing, and wording of pre-programmed prompts & posts in your social media, and dropping the ones that aren't leading to engagement.
Showing up regularly as a “live human" outside of your automated posts. Let them see your face and hear your voice, and know that you're actually involved in your business.
It's great to create more ease in your business, but be sure to keep your hands on the wheel and stay present, too.
(And not just to avoid hitting nice ladies who happen to be movie stars).
To your success,
-Jane