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If you’re fed up with this blog, don’t agree with it, it annoys you or you simply don’t want to see it anymore, just subscribe.

It’s a couple of clicks and you’re done, it honestly isn’t a problem.

I can’t tell you how many people are subscribed to this blog because I don’t look, I can’t tell you how many people read it because again I don’t look.

This is the essence of permission marketing which was first described by Seth Godin over 20 years ago.

This has now been enhanced and enforced by the European Union and the GDPR Regulations, you can read Seth’s view on that here.

I thought that GDPR was a bad thing, but I have been convinced by Seth that it is a good thing.

When you produce content of any kind, but particularly on a day by day basis, you don’t want people to have it drop into their inbox and for them to be annoyed and delete it.

You only want to speak to people who want to be spoken to and who want to interact.

It’s much better to have 50 people who are genuinely interested in what you’re talking about than 5,000 who really don’t care.

As a society, we count the more instead of how good something is.

With the conversion rates for direct postal mail at something like 0.5% (on a good day) and 99.95% of letters going in the bin, imagine how useful it would be if your conversion rate was 20 or 40% because you didn’t go too often, you didn’t go too hard and the people it went to believed and trusted you.

People will find their ways around GDPR but we can only hope that it pushes us towards the society where people understand that building trust over the long term is much more valuable (and in the end profitable) than the short-term game of carpet bombing.

What does a linchpin look like? Linchpins are the people in your organisation or team who you (almost) could not do without. Some wonderful characteristics of linchpins are as follows:

1. Smile (almost off the time).
2. They get it. Whatever your ‘it’ is.
3. They turn up, try, make mistakes and learn.
4. They support other people to do the same as number 3.
5. Once the money bit is right they get on with what they’re doing and enjoy in that because the money bit is right.
6. They’re here for the next 50 years to make a difference, although they don’t expect to make a difference in 25 minutes.

The Campbell Clinic is expanding (again). At this stage, we need another dental nurse and we will need more.

If you’re a dental nurse or you know a dental nurse who thinks they can fit in to what is above, then why not send me something original and exciting to get my attention and we can have a chat.

My email address is colin@campbell-clinic.co.uk 

Blog post number: 1632