Her smile was contageous.
And as she waved her hands with gusto…
The bubbles of joy floated out of her and popped with little squeeks of “WOW!”
Me? …
I smiled. N-N-Nodded along. And, before long, felt myself bouncing around too.
I’d just stepped out for a walk around the block… to gulp down some of the crisp, fresh air after finishing my email writing today.
And along the way popped into the local aquatic centre to find out about their memberships.
A while back I’d been visiting the pool to swim. But got out of the habit. So am toying with getting back into it.
While she was there bopping around in front of me…
HER excitement made ME feel excited.
Even the Aqua Exercise program… catering for “seniors”… was starting to sound like a BLAST!
Now…
Had she just handed over the info in a sterile and down-to-business way…
She may as well have plunged a knife into the heart of any plan of mine to sign up.
Just as well she was a radiant ball of solar energy…
Who made the rest of my day 10,000 lumens brighter!
It’s AMAZING how people with a little (or a truckload!) of extra energy can share it around like that!
It’s super-helpful when you’re talking face-to-face with customers.
And also critical when you’re using video or audio for your business.
It’s good to dial up the energy if you step in front of a camera. Or pick up the mic for a podcast.
Certainly when you’re talking live. And even MORESO if you’re recording for people to consume later.
A business mentor of mine likes to say…
“Video adds 10-degrees of boredom.”
And he’s not wrong.
So for video… and to a lesser degree, audio… you have to bring your MOST energetic self.
It’s about passing on our excitement for the things we’re passionate about. But we can’t do that when we show up like a concussed lumpfish.
Fortunately, things aren’t quite as extreme with writing emails. Because you can write them in many takes.
But that doesn’t mean slacking off. Because gaining and keeping attention is still at it’s core.
People use a lot more of their own imagination when reading them. So to help them along…
We CRAAANK up the energy by making emails entertaining for our readers.
Telling good stories. Sharing content that’s relevant. Making it a slippery slide from one sentence to the next.
This leads to greater engagement. Which in turn leads to greater consumption.
And as people consume our content they come to know, like, and trust us more.
Which is the formula for sales.
And sales are kinda nice. Coz they help put food on the table, keep the lights on, and a few other things.