“Don’t let the cranks run your marketing …!”

Recently I talked to a business who really wanted to send occasional emails to clients. But they’d sent one once and a single client complained. “Don’t send me stuff to think about,” he’d said. “That’s what I pay you to know.” Not wanting to “annoy people,” they never sent anything again! “That guy was a crank,” I told them. “You can’t let him keep you from reaching out!” They'd never looked at it that way.