You’re chugging along, rocking out to Britney Spears circa 1999, when you get an alert. Someone has unsubscribed from your email list, or unfollowed you on Instagram. Oh, the horror! Suddenly, panic sets in. Why don’t they like you? You know you’re giving valuable information, you’re praised for your engaging style, and you firmly believe that you’re a genuinely likable person. What the heck happened?! Instead of allowing people breaking up with you to derail you, you should really be doing a happy dance!
First, a disclaimer: If you get 100 new followers on Facebook this week, but then 90% of them unlike you within a few days, that’s an issue. If half of your email list is unsubscribing after a few emails, or a big chunk of people are jumping ship after getting one particular email in your sequence, then you have some research to do. Unsubscribes should always be looked at scientifically, to determine if you need to make a few changes to what you’re putting out into the world.
If you’re steadily growing your following, and are losing a few people along the way, in no particular pattern, then this whole ‘unsubscribes are awesome’ thing applies to you!
So often, business owners get caught up in the smallest of numbers. If someone unfollows them on Instagram, the wind is suddenly knocked out of their sales and they spend 5 minutes mourning the loss. I know, knowing someone went to your profile and hit ‘unfollow’ can feel crappy. A lot of us suffer from some degree of “why don’t they like me?!” syndrome. Truth is, modern CRM Platforms allow clients to unfollow much easier then in the past so don’t feel bad!
But an unfollow isn’t always a bad thing!
Whenever I work with new clients, we begin by diving deep into figuring out who their ideal clients are, and everything we do after that is built upon that foundation.
Here’s the deal: you’re not in business to get everyone to like you. This isn’t senior prom.
You’re in business to form relationships and connect with people that will become loyal followers. The whole point of social media, emails, and blog posts, are to connect with people that find value in what you do. You want to cultivate relationships with people that think you’re the bees knees.
If once in a while you’re getting a few unfollows, or unsubscribes, that means you’re doing something RIGHT.
It means you’re talking to your ideal clients, and are successfully weeding out people that would not work with you even if you offered your services for free.
Cuz not everyone is going to like you. I know, it’s hard to believe, but it’s true. Consider America’s sweetheart, Julia Roberts. I want to be her BFF. Most people find her endearing, and real. Some people think she’s an overly paid mediocre actress with a face that resembles a horse.
You can’t please everyone, and you shouldn’t try to!
When it comes to your business, stop taking unfollows and unsubscribes so personally. You can grow your business, and make more money, by having a smaller following that REALLY loves you, than you will by having a huge list, or Twitter following, filled with people that could care less about what you’re saying.
If you’re the type of person that likes life best served with a side of unicorns and tea parties, consider this: an unsubscribe or unfollow isn’t always about you. Sometimes, an account gets deleted, or someone closes their business and now are not in need of your fantastic tips.
So, next time you get an unsubscribe, give yourself a pat on the back, and celebrate the sever of a virtual relationship that was stagnant!
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