Pinterest will monetize, and that’s ok.
Businesses gotta make money to survive, right?
I just received an email from Pinterest’s CEO, Ben Silbermann. So did millions of other people. After reading said email, I was inspired to write about it. I’m guessing millions of other people weren’t similarly inspired, so I’ll do my part in sharing what I think is a great example of communications, from which other companies can learn.
First things first — here’s what Ben had to say…
What’s so special about this email?
Here’s what’s so special:
It’s human — he leads off by introducing us to his family.
It’s relatable — he tells us how he uses the product and recognizes that we likely use it in similar ways.(“We’re not so different, you and I”)
It’s multifunctional — he demos the product, by showing us his own pins; he establishes a value proposition; he subliminally reactivates us as users.
It’s honest — businesses have to make money to survive; Pinterest is not the exception. He recognizes a reality that we can all accept as truth.
It’s proactive — he predicts (quite accurately, in most cases) the reactions that we’ll have, and he addresses them before we can even react.
It’s transparent — he tells us what to expect in the immediate future, by explaining how they’ll execute going forward.
It’s collaborative — he invites feedback and ensures us that our ideas will be heard and taken into consideration.
It’s simple—you can read its entirety in 2 minutes or get the most important point within 5 seconds, by reading the bolded words.
The next time you communicate with your community, integrate these 9 principals into the message.
I betcha you’ll be perceived as a darn good person and garner the trust of your audience.