The Golden Rule

Doing unto others —


There's something about interaction with other people that a lot of people don't seem to understand. And I think it's something that any author who intends to use any of the various media forms for publicity should consider. It's the principle of treating others as you would like to be treated.

Let's use an example that has been extremely vexsome to me. If I read a column either in the newspaper or on the Internet, and I think it deserves a response, I'll take the time to formulate a thoughtful note and send it off to the author. If I don't get a reply, even a perfunctory one-word "Thanks," I simply stop reading that columnist. My reasoning is this: It takes but a few seconds to respond to eMail, and if the subject columnist is so exalted that he/she is too busy to read my note, or hit Reply, then I'm too busy to read his/her work. This rule has greatly simplified my reading list.

Some may think this harsh so let me explain. Authors who make their living using the media depend on having a sufficient number of readers/viewers to attract subscribers/advertisers, which in turn pays the bills. Ergo they should be attuned to attracting and sustaining ever larger audiences so they can continue their pontification from on high. Apparently some of these commentators get so filled with hubris they place themselves above the fray. In fact, I believe this was but one of the factors contributing to the demise of newspapers in this country—these folks never asked themselves what their customers wanted, decided they knew what was best for them, and ignored their queries. Ignoring your customers is a form of disrespect and the only recourse they have is to stop patronizing your business. If enough people do this, then you're out of business.

I was an Internet columnist for a few years and developed a fairly significant readership. The eMails I received numbered in the thousands—and I answered every one, even those from name-calling bigots. Many were actually surprised to hear from me and said they looked forward to my next column.

I've had other experiences with several organizations that continually send me fund raising appeals. Some of these are the same people who never answered my notes to them. Do you think I heeded their appeal?

I know from experience that a kind response to a reader has yielded many referral sales. The lesson here is if you are trying to attract more customers, treat them as if they are important and they will repay you with loyalty—even when other options become available to them.