A while back, Tom turned me on to some great interviews on Mixergy.com, and in particular an interview with Tim Ferris – the author of The 4-Hour Workweek. One of the many great ideas that came out of that interview (just go listen to it), was the idea of exploring and using the least crowded channel for communication. Tim figured out that if he wanted someone’s attention, the best way to do that was to use a channel of communication that wasn’t already crowded and noisy. For example, if you want to establish a relationship with an A-list blogger, the easiest way to actually get on their radar is not by sending them an email. These people are getting tons of email. Instead, Tim made a point of attending conferences where there were a more limited number of interactions.
Of course, that doesn’t just apply to people on the A-list, or even the B, C, or D-list. And it also isn’t just that face-to-face meetings are better. If you’re meeting people constantly in real life, but you have a new account on Twitter, maybe that is the best way to approach you. I wonder if that is/was part of the beauty of Twitter – especially at the beginning. There weren’t that many people on it, and so it was an uncrowded channel.
Today, I had my own little Least Crowded Channel experience. I’m online. There’s Twitter and email and Facebook, and a woman today took the time to find my phone number. Huh. It’s not exactly like a face-to-face meeting, but I get fewer phone calls than I get emails, so it worked. She wanted to submit a testimonial to YosemitePark.com about her family’s long-standing relationship with Yosemite to celebrate her parents’ 69th anniversary (they honeymooned in Yosemite in 1940). Today. And she called me at 4:30 as I was starting to think about winding down for the day. But, she had such a sweet and beautiful story, that I couldn’t resist. If she’d sent me an email – I may have skimmed it before I left. Maybe. But I’m sure I would not have felt as compelled to stay a little late to put her testimonial up today – much less give it front-page billing.