Nicole Kidd is going to be a huge success.
I have never met Nicole, never talked with her on the phone, and have only responded to one email. Those of you who read this blog regularly know that I rarely promote an individual (unless it’s one of my partners) or a product. Just not my shtick.
Nicole has never asked for anything from me, nor has she ever sent me one of her creations. But she has regularly stayed in contact, commenting on blog posts, and from time to time she sends me an email that is relevant to my field. Just the other day, for example, I received an email from her with the subject line, “Web Wins for Women Shopping Online.” It contained a clip from e-marketer, highlighting a fascinating survey that I can definitely use in a future presentation. I get one or two of these a month from Nicole - no pitch, no note, just the facts.
I imagine I’m not the only one who is on the receiving end of Nicole’s missives. They are a breath of fresh air compared to the DOZENS of pitches I get everyday from companies and PR agencies. (Note: for all of you out there who have me on your “general PR” list, please hit the DELETE key, 'cuz that's what I'm doin' to your emails).
Nicole has taken the time to develop a relationship with me, albeit one-sided on her part. But she’s been smart enough to keep in contact with stuff that’s interesting to me, not by pitching her latest trunk show or collection. That’s why, when this newsletter arrived in my box the other day, I paid attention to it:
Nicole Kidd creates gorgeous jewelry that reflects her unique story and personality. Visit Nicole’ website and chew on this blog post for awhile before you send out your next PR pitch. Are you developing relationships or just wasting trees?