UNSUBSCRIBE!

Remember the last time you “unsubscribed” from an email list? I just did it last night. I got a solicitation for a conference that was going to be held in Charlotte by an organization for church leaders. I attended one of their conferences about five years ago with a friend and they put me on their e-list. Five years ago this specific conference was just getting off the ground. Its leaders were tired and the information they shared was really about five years behind the leadership curve. The primary leaders/speakers used to be at the top of the leadership mountain, but this particular conference and new organization seemed more like a 401K tour for the leaders’ eventual retirement. The information they offered was very good if you hadn’t attended a conference or read a book on leadership in the last five years.

Tired ideas, dated concepts and the sarcastic cynicism or wisecracks from the leaders' presentation turned me off. It turned off my friend as well. So when I got an email from them yesterday soliciting a conference under the same name, but in new clothing, I exercised my right to “UNSUBSCRIBE”. Poof their gone and they will never get a chance to market, position, advertise or talk to me again. Remember, while email is impersonal, there’s an aspect where it’s very personal. Think about it: you get to someone’s laptop or computer in the privacy of their office, workplace or home. Years before you never made it past the mailbox before it found its way into the circular file. They agreed to accept your announcements or emails when they gave you their email address. However, the window of opportunity is only open for a short time. Failure to meet a need, or perceived irrelevance quickly becomes the basis for “unsubscribing”.

People “unsubscribe” from everything. Businesses, churches, schools, volunteer organizations, doctors, and even government regularly experience the “unsubscribe” movement. It may not be through email. Many “unsubscribe” with their feet, checkbooks, or presence. It’s why first impressions or experiences count.

When people “unsubscribe” from a businesses, or church they are telling us that something is wrong. When we fail to acknowledge it we are like the cook in the kitchen who refuses to admit the low tips his waiters/waitresses are getting has anything to do with the sub-par, or cold food he’s putting out. Poor service, or a less than desired experience can prompt someone to “unsubscribe”. Yes, sometimes expectations are unrealistic, or the “unsubscribe” action is based on a misperception. However most of the time the “unsubscribe” action is valid. All the more reason to make sure we aren’t advertising something we are unable to deliver.

When people check out we need to find out why. Sure, we may not always be able to change, or adjust to their concerns, especially if it’s over a stated value, or the organization’s mission, but we need to be willing to listen and learn. Wise is the leader who doesn’t take every “unsubscribe” personally, but takes it to heart as he/she assesses his/her organization, business or church.