Photo by Liam Truong on Unsplash
Author, Richie Crowley
If you were ordering pizza, and the top Google listing returned in your search didn’t have a phone number, would you try to find it, or just call the next pizza shop listed?
*(Disclaimer: There is no pizza in this blog).
Whether you like it or not, we live in an era where convenience is a currency and the more we cater to the urgent demands of leads, the higher probability we have at winning their business.
Which means, we either need to adapt or become extinct. Fossilized.
Here, urgent demand simply means opening a discovery call.
This blog is about making one very small update to your website: Adding your email.
And no, adding an “Email Me” hyperlink that directs a potential lead to your contact capture form is not the suggestion.
I mean, actually exposing your email on your website.
When you hide your professional email address on your website, you are blocking yourself from receiving potential leads.
If you reply “I don’t want all those nonsense emails”, I urge you to reconsider.
You should want 20 emails every day. You should want 100 emails every day. Even if some are easily disqualified, it only takes seconds to add them to a 3-month long drip campaign, nurturing them for when they are ready to be qualified.
At the very least, you can scrape these emails and add them to your contact list for when you’re ready to begin monetizing your email list with products at $.25 per subscriber.
I spend a lot of time trying to connect with professionals on and off LinkedIn. Mostly in attempts to bring them business (I manage creative projects) and other times to compensate them for advice, coaching, or consulting.
Finding the right mentor, coach, or company is hard.
There is a lot of confusion, a lot of exaggeration, and very little policing in branding. If anyone can build a sleek website, self-publish a book, or host a podcast, then anyone or any brand can position themselves as a thought-leader.
Even without proof.
That’s why LinkedIn recommendations, testimonials, and case studies are so important.
But still, any savvy person can gather a few LinkedIn recommendations or testimonials from friends, and carefully choose how they want to design their case study.
In order to sift through the shit, I spray and pray.
I find the 20–30 individuals or brands I want to hire and send them information.
I submit my information by email.
Time (⏰) is also a currency.
My process is efficient: I click once from an individual or company profile to get to their website. Then click once more into their contact page, where I copy their email, and add it to the list of emails I’m going to merge with my request. (If you don’t understand how mail merges work this won’t make sense so save this for later)
That’s 4 actions: Click, Click, Copy, Paste.
When you hide your email and present me with only the option of submitting info via your contact form, I’m out.
I’ve already clicked twice to get there, now you are asking me to click, write my name, click, enter my email address, click, type a message, and then click submit. You just increased my action count from 4 to 9.
In the time that I submitted my info to you, I could have emailed 2 of your competitors, AND, I have their direct email to follow-up with them while your ego or inflated sense of value keeps me in prospect purgatory.
A truth you, me, and we, need to accept is that we are not impressive enough to hide our email addresses.
Most of us here on Medium, or LinkedIn, are contractors, freelancers, individuals, sole proprietors, or start-ups.
We’ve yet to make it.
Shit, if you’re reading this it’s because the headline told you that you might be missing a low hanging fruit and you’re looking for a little edge.
If you’re Tim Denning, Tom Kuegler, Shaunta Grimes, Ali Mese, or Shannon Ashley, I’ll wait for you. You’re a thought leader, you can and probably should hide your email.
You’ve been qualified
The rest of us have not.
We’re here, wading through waist-deep water, swiveling our head looking for any advantage we can get.
I want to apologize. I didn’t mean to offend you when I said your inflated sense of ego.
That was harsh.
Most of us are building our websites for the first time and Squarespace or Wix suggests we include one of their contact forms. They’re right, you should.
But, take it one step further and expose your email address just below it, or next to it.
“Whenever you find yourself on the side of majority, it is time to pause and reflect.” — Mark Twain
Consider this an example.
Everyone uses the same website hosts, everyone uses the same templates, not everyone exposes their email address.
To avoid confirmation bias for this blog, I found 500 profiles on Medium that had a “.com” in their bio and visited their website to see if they hid or exposed their email. Just under 70% chose to hide their website, and just over 30% chose to expose it.
30% is a minority.
Become the minority, and don’t make it so difficult to get in touch with you.
And, if that’s not enough, when I published my viral piece The 9 Subscriptions You Should Bring With You Into 2020, the way I got the brands mentioned to tweet and share the article was by emailing them directly. Most of their websites expose email addresses, and they’re MASSIVE millennial brands.
This tip isn’t just for writers either. If you’re a musician or an artist, expose your email for potential collaborations or press inquiries. Same if you’re a graphic designer, photographer, or thought-leader. You never know when an opportunity could come your way, so it’s in your best interest to be as welcoming to them when they do.
And, by no means am I a professional in personal branding, this is just a tip from someone who’s been there. The other day Sergey Faldin wrote You just have to teach those who are one step behind, and that’s all I’m trying to do.
So, add your email to your website, chances are I’ll hit you up with some leads.
These may also be helpful:
- Build your own landing page and drip campaign in Mailchimp.
- Using LinkedIn recommendations.
- Using Canva to build your personal brand.
Along the same lines as this post was a blog I wrote a few months back ago about using comments and responses to honor your word and engage in dialogue. It may also be helpful: