Interviewed: August 12, 2014
Video: 1 minute 9 seconds
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Since obtaining new leads was not a major emphasis of the campaigns. Adriano maintains a low-key, more personal approach to obtaining new leads prior to introducing them to the newsletter. When meeting a new lead, he informally inquires as to how they learned about him, so he is able to get a feel for whether they learned about him as the result of a forwarded email, or an email share, etc. Again, since new leads are not the target, the number resulting from the campaigns is not huge, but he does see them occasionally.The first category is success. I’m going to brush by new leads, because that wasn’t . . . well, let’s talk about it anyway. Did you get new leads, and did you know where they came from? In other words, did they come from someone sharing your email, coming to a landing page, do you know how you got them?
Adriano
I don’t overthink new leads too much. Whenever I do receive a call or email or a response to something, if I don’t immediately recognize where it is coming from, I ask. And some guys have said, their friend, or a colleague sent me the newsletter, and they thought that this application might work, and the rest kind of takes off from there. So yes, I do receive new leads, but email is basically sent to an existing audience, so you’re not propositioning people to sign up. I want to respect peoples’ mailbox and not be sending out sign-up sheets. It’s more of a one-on-one thing until they get signed up, and then it’s up to them if they would like to continue.