You Should Own Your Racecourse

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages
to people who actually want to get them.”

— Seth Godin

I walked into a store in a small Kentucky town for the first time Wednesday. As I visited with the owner, she told me she enjoys reading this newsletter each week.

Later that day in Lexington, a retailer was showing me some things on Instagram. Our conversation turned to marketing.

Newsletters, social media, blogs, etc… it can be difficult to understand where best to spend your limited resources. (aka TIME!)

Seth Godin’s blog, quoted above, is worth your read. I took Seth’s advice. This newsletter is an example of both permission marketing and content marketing.

I have permission (hopefully) to show up in your inbox each week. I try to provide helpful, relevant content for you, my niche audience, local retailers.

This is different from using someone else’s platform (IG, FB, etc.) and it’s different from just telling you about products I sell.

An email list is something you own. It is precious and should be used with extreme care. Social media platforms are owned by someone else – someone with the power to change the algorithm at any second.

If you build your business solely on someone else’s platform – you are playing a risky business game. You should own your racecourse.

When I walked into that store on Wednesday and heard the retailer reads this email, I was relieved. She knew enough about me to know I was there to help – and enough about Tango to know if she needed anything.

How do YOU help your customers know your business?

Thank you for permission to be here, in your personal space, your inbox. I hope what I write is helpful most of the time. It’s not easy to do this just like it’s not easy to be in retail – but it sure is fun to play the game together.

Thanks for the opportunity. I super appreciate you!

xoxo,
❤️ AmyFay

“If it sounds like you need humility and patience to do permission marketing, you’re right. That’s why so few companies do it properly. The best shortcut, in this case, is no shortcut at all.”

— Seth Godin