Personal attention is scalable

Stand in front of an audience and focus on a group of about 50, to the audience, you’re talking directly to them.

Walk up to a group of four people, shake hands and have a quick chat with one, and the whole group feels like they spoke with you.

Send a personal email daily to just one of your clients, and your whole customer base will feel like you are approachable and personal.

Turns out, personal attention is scalable after all.

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I automate the hell out of my email, giving me the opportunity to give personal attention (sometimes too much) to emails I actually care about. The email you’re reading right now, reaches roughly 250,000 people, every Friday, and I get a lot of replies. To day, I’m proud to say I’ve replied to each and every one of those. Sometimes with just a smiley. Sometimes with a few sentences. Sometimes I end up with an extremely long chain of email replies. And I think it’s worth it.

Paying extra attention is not a loss for your company, and it’s a cheap investment. The extra care you take will reverberate through to all of your key stakeholders – your audience, customers, and employees.

This is my introduction text for last week’s issue of our TNW Weekly update. You can read the whole newsletter here, or sign up to receive your own copy.