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The best thing that you can do when you make a mistake, is to ask for forgiveness. First of all, it makes you feel better. Secondly it’s the right thing to do, and lastly, your list members will appreciate the acknowledgment. There’s another reason, one that you’ve heard before:
"It’s better to ask for forgiveness than to ask for permission."
Okay, this can be a little bit controversial, but let’s imagine that you’ve been given a really good offer for your subscribers, that fits your niche perfectly, but you’ve already sent out your weekly message to your members already. The offer has a very short time limit, meaning if your subscribers will miss out on the deal, if you don’t let them know about it… NOW!
What do you do? If you send out an announcement about this special offer, you’ve broken a promise to your subscribers, because you told them you would only send out things like this, once a week?
Well, just do it, and in your sales copy apologies for doing it. This is something you should do very rarely… because if you use this method too often, your subscribers will stop trusting you.
Save this for very, very special offers that are once in a lifetime and not to be missed. Tell your members up front what you’re doing, and that you’re sorry, and that they can delete right now if they don’t want to read on.
Tell them these ‘once in a lifetime opportunities’ are far and few between, and you hate the thought of them missing out, so from time to time. they will receive the odd ‘extra’ mailing from you.
Sometimes real mistakes happen though, a list server goes nuts, sends out emails that it wasn’t supposed to. Your site gets attacked by a virus, or worse, your members are sent a virus via a hacker through your list. Sometimes you recommend a product you really believed in, only to find out it wasn’t as good as you thought.
All these things can and do happen. The best thing that you can do is own up to it, apologize, and explain how you will work to prevent such things in the future. Your members will realize that you are just human, and being forgiving as most people are, they will move on.
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