[For the Love of Copy] The power of unscalable conversations

Automating is great... until it's not. Pick and choose your moments to do this.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ​ I bought a thing off Instagram {NAME}. I buy a lotta things off Instagram but this purchase really stood out to me thanks to the follow up emails I got. The company is [BuzzPatch](=). They make all natural mosquito repellent patches that can be stuck on skin or clothes. Perfect for the little humans you don't want to bath in chemicals. It stood out to me as whenever we visit Australia, my kids get sacrificed to the bugs and I end up applying insect spray before they've even woken up properly. So these patches immediately appealed. I got the usual order confirmation emails and a marketing-y style newsletter within a few days. All good. But then, I got an email with the subject "OMG Thank you :)" It read: Hi Belinda, I wanted to personally reach out and say thank you thank you thank you!!! When we started BuzzPatch, it was about giving parents one less thing to worry about each day (as if we don't have enough on our plate, right??) My personal goal is to ensure you're looked after, and I'll do EVERYTHING I can to help! I'm going to get these out to you tomorrow, ok? If you have any questions, ideas, thoughts or just need someone to email and rant about your day, hit me up ok? And of course, if there's ANYTHING I can do, please please let me know! Caz xx Customer Success Hero I read this a few times, trying to figure out if it was an automated email or something more personal. It came from a personal address and the tone feels like she's writing just to me. TAKEAWAY #1: Even when you're writing a templated reply, write it as if you're writing to just one customer. It feels more personal because it is. That email, could have easily been the one sent automatically but it doesn't feel like a generic, automated email. I know how marketing works so I hit reply to test their funnel. And Caz replied again with extra "for best results" tips for my kids. Definitely someone human on the other end. It's worth taking note of this as it's exactly where the email marketing (and customer service) GOLD is. We exchanged four emails, which moves BuzzPatch from my promotional tab to my primary tab. TAKEAWAY #2: Ask your customers and list joiners questions or give them prompts to reply to your emails. The real connection booster though is having a human responding with 24-48 hours, even if it's just a friendly acknowledgement. These are unscalable conversations but they are extremely powerful. I went from being an impulse buyer to feeling appreciated by the company, which means I won't forget I bought these patches when we need them most. And that's one itch-free holiday away from me being a repeat buyer. I love unscalable activities. Like, the personalised thank you video I send to everyone who buys something from me. Or the hand written notes to new Confident Copywriting members and members celebrating anniversaries. Like, asking questions in my emails and actually replying, myself. Why don't I automate or scale these activities when it would clearly be more time efficient? Yes we need to streamline or workflow but these moments are more powerful because they can't be scaled. They take time and effort and that makes them important moments of connection and utterly delightful for the receiver. Don't we all need more delight in our marketing? So my question for you {NAME} is: how can you work in unscalable conversations into the early stages of someone getting to know you? When they join your list. When they share that they are stuck. When they buy something from you. Manage your time but spread delight and personal connection whenever you can. Let me know your thoughts. I can't wait to see what you do. Belinda ​ ​ --------------------------------------------------------------- Hey, if you want to tap out of the weekly round-up emails - For The Love of Copy - but nothing else, tell me [no more newsletters please](). No hard feelings. If you want out of everything >> [Unsubscribe]( Where am I? A suburban street , Outside of San Francisco, California 95050 ​ [Built with ConvertKit](=)