Spic and spam

This guest post is from Andy Nulman — President of Just for Laughs and author of “Pow! Right Between the Eyes: Profiting from the Power of Surprise.” See the original post this was adapted from and more like it on his blog.

Okay, misleading headline. I actually appreciated getting this in my inbox:

Wash Day

Dear Mr. Nulman,

We hope you are enjoying your Dyson vacuum.

To help keep it working at its best, please make sure you wash the filters every now and then. We recommend you wash the filters on your DC16 every 6 months.

If you’d prefer one of our experts talk you through it, call us toll-free at (877)-397-6622.

Dyson Customer Service is available from 8AM – 7PM Monday thru Friday and 9AM – 5PM on Saturday (EST).

To help you remember, we will send you this wash day reminder every 6 months. Washing your filters regularly will help to keep your machine working at its best.

Thank you,
Dyson Customer Service

——————————————————————————

The difference between this and the swampload of other email drivel I get from companies — whether or not I opted-in — is that the information from Dyson is needed, not necessarily known, and most likely not remembered.

This is a value-add to a product I already invested in. No sell job, no nonsense — just something I could use. And a very positive thought bubble about Dyson that they wouldn’t have gotten otherwise.

Here’s the little I’ve learned about company-to-consumer communication:

  • People don’t give a damn about YOUR news.
  • People care about themselves.
  • Help them… and you help yourselves.

And now… off to wash some filters.

email

About Andy Nulman

President of Just For Laughs, world's biggest comedy organization. Former mobile tech entrepreneur. Wild public speaker. Wilder public dresser. Author. Hockey player. Gym rat. Needs a longer bio.

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