I’m not a huge Shania Twain fan. But, today as I was talking with a friend about things that delivery professionals hear all of the time, the lyrics of one of her songs came very clearly to mind: “That don’t impress me much”. There are a lot of things that we hear which cause us to think “that don’t impress me much.”

One of those things is someone who really wants to explain how their mail could not possibly be mistaken as spam because of this fantastic business model that they’re executing.

There are a couple of things you should know here:

1. The person you’re talking with has probably already seen this exact business model before. We’re actually glad that you’re giving it a try and really hope that you can find a way to make a ton of money with it. Explaining how your business works doesn’t accomplish much in the grand, overall Scheme of Things. We only need to know that you (a) need to send email, (b) that you are willing to do so responsibly, but (c) are having problems doing so.
2. Your recipient doesn’t care about your business model. If they find what you are sending valuable and want to make absolutely certain that they see it, they will either find a way to make sure it gets to their inbox, or they will complain to you. Chances are that complaint will talk about how they want to get your email, but not mention your fantastic business model.

When I get on the phone, or am corresponding via email with someone and the first words out of their mouths are “You don’t understand, we can’t be sending spam — it’s not our business model. Let’s take some time so that you understand what we’re doing here!” — well, that don’t impress me much.