Or at least marketers are, most of the time. Think about this carefully. The first time you send out a direct mail piece, or include someone on your list who wasn’t necessarily, kind of, sort of “really” opted-in, or took advantage of the many other tempting, ethic-less opportunity finding strategies that media platforms present to us, we become a hypocrite. At that point, we use the same strategies that endlessly piss us off every day as consumers. At that point, you’re screaming at the customer and complaining about the noise simultaneously.
I have participated in these efforts, many do. Even when they don’t realize they do, they do. Why? Because the internet has allowed a new form of accessibility and communication that we never had before and having that creates a new marketing mentality. Recently, I sent an e-mail to a known writer in the my industry asking to consider writing a foreword for my book. It was a guy whom I’ve had some interaction with. A few tweets here and there, nothing that could be considered a strong relationship. Half way through writing my e-mail, I stopped and realized I was going to perform a cruel injustice, I was breaking the very philosophical views that I preach. I decided to rewrite my e-mail and ensure that this person KNEW I expected nothing, not even a response, and that I was simply requesting his consideration as attribute to the great respect I had for him as a writer.
Was it still wrong to send the e-mail? Likely. Do I regret sending it, I certainly would have a whole hell of a lot more if I wouldn’t have revised it to ensure the guy knew I expected nothing in return from him, and I was content on simply letting him know I was a big fan of his work. But, let’s be honest, long story short, I was a f*&$ing hypocrite.
The real genuine question that I needed to ask myself was, would I be offended if I received the same e-mail. It was a question that needed to be asked before the message was sent. It’s a question that needs to be asked every day before you ever make a decision on how to market your brand, product, service or self. Don’t be a hypocrite when it comes to marketing. Don’t slam the door on one person and expect them to open it for you. Here are 3 things to keep in mind before sending out your marketing:
Does your marketing add value without the next step?
We all understand that everyone feels what they have to offer the marketplace is great and will improve the lives of their prospects greatly once they sign on. But if that prospect were not to pick up the phone, fill out your form, or purchase your product, would they still find value in the marketing materials you send? If the answer is no, don’t send them. If you do, you’re a f*&$ing hypocrite.
When was the last time you bought from a similar form of advertising?
It’s a fair question? that gets too often forgotten. And frequently, the answer is never. When was the last time you received a pitch in the same form you’re sending one, and bought the product or service featured. If you can’t think of one, don’t hit the send button. If you can think of one, don’t hit the send button. Rather, go back to that message, see what engaged you and pursued you to buy, then ensure your marketing message brings the same value. If not, you’re a f*&$ing hypocrite.
Did it take a stamp to get there?
The moment you are placing a stamp on marketing material, your conversion rate is below .01%. It’s also the moment you go home and become extremely pissed off because you just received a coupon book that has taken up your mailbox and has made it difficult to find your actual, wanted mail. If you’re marketing is laying in a mailbox right now, you’re a f*&$ing hypocrite.
The key is never market to people the way you don’t want to be marketed to. At that point, you’re the person at the party that blasts people who only promote themselves, and then you talk only about why you’re great. It doesn’t do anything for the person. What have you done to ensure you’re not a marketing hypocrite?
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