No one likes to be pestered. Yet, when it comes to marketing, it seems some people still think they can pester their way to success. This post is about a different way to do business. It’s based on one of the most powerful ideas in commerce and I strongly recommend you take a few minutes to read this post in full.
Pestering their way to the bottom
Over the weekend, I received more than 100 emails from people I don’t know, all asking me to do something for them. Most want me to blog about their latest product or tell you how great their blog is. They send me spam email, because I have a well known blog and they think that means it’s OK. In 100% of the emails, where I have checked the link, the stuff they are pushing is uninspiring, at best.
It seems they have not figured out yet that if their product was worth talking about, they wouldn’t need to spam me or anyone else.
Here are a few examples that came to mind immediately.
An alternative approach
- I recently bought a Lenovo Ultrabook and was so impressed with it, that I told the 11,000 people who connect with me on Google+ and the 6,000 who follow me on Twitter. The quality of the product was worth talking about, so I did exactly that. I wasn’t asked to. I just did it because I am like you: I talk about the things that impress the pants off me.
- I received such amazing customer service from Dell computers, that I was compelled to blog about it. Again, I have no connection with Dell, other than being a customer. The service was so good, I had to share my experience.
- I saw a Facebook update, where Peter Bestel shared a video of his 14 year old daughter, Zoe Bestel singing. Zoe wrote, sang and played on a beautiful track called “Into the Night” and I must have shared that link dozens of times. Why? Because it’s fantastic. You can see Zoe’s video in a moment!
- A couple of weeks ago, I had an amazing caramel latte at a place in Gainsbrough, Lincolnshire called Creme and it was so good I photographed the cup and sent it to everyone on G+ and Twitter, with my recommendation. Again, the recommendation was totally unasked for. Like all those in this list, it was earned. It was remarkable, so I remarked on it.
Do great work and put it where people will see it
If Bob puts his work out there, where his clients and future clients can see it and they value it enough, they will share it with everyone. As in the above examples, this works whether it’s a multinational company, an independent coffee shop or a 14 year old girl with an amazing gift. Seth Godin makes the point beautifully, in this post about Kevin Kelly’s 1000 true Fans. I suggest you read Seth’s post.
Now, what does Bob do if he has a product or service that he’s always pushing and when people see it, it fails to inspire them? I believe he has 2 options:
- He can try and pester his way to success. It may mean cold calling hundreds of people or spamming hundreds of thousands of people to make a sale, but he will make some sales. He will successfully piss off a huge number of people in order to make a sale, but Bob may feel OK with that. This approach will work for a while, until he gets added to enough spam lists and nuisance caller lists, that it’s not effective to push people any more. This pestering approach is extremely common, as your spam folder will confirm.
- Bob can develop something that is of such genuine value, that people will want to share it. I call this doing work that matters. As I wrote yesterday on Creative Thinking Hub, this requires a lot more thought than pushing something that’s average, but it’s where the value is. It’s also a far more enjoyable way to develop a business.
‘Average’ isn’t good enough to motivate people to tell your story
Life is too short and people are too informed, for us to waste our time offering a service or product, which people are underwhelmed by. Those interested in being better than average and attracting the best clients, doing work that matters, rest assured I am here to help you with this blog. To those of you committed to being better than average and attracting the best clients, doing work that matters, get in touch. Make it happen.
Finally: Here’s Zoe!
Before I wrap this up, I have to share the following video of Zoe Bestel with you. If you can’t see the video below for any reason, you can watch it here.
A wonderful post Jim, but honestly that girl in the video is amazing. Just watched her other videos on youtube and she’s incredible.
Thanks Jim.
Hi Gill. Yes, I agree. Zoe is wonderful.
“Do great work & put it where the right people can see it” – absolutely, that’s all you have to do.
But I can almost hear the screams of, “That ALL you have to do? That’s going to be tough!”
Maybe, but shouldn’t it be that way? Shouldn’t we want to work hard to produce quality, even outstanding products and services?
Shouldn’t it take effort to build the relationships that lead to the opportunities so we can share stuff “where the right people can see it”?
I know Zoe works hard at her music and I also know that you probably wouldn’t have even listened to Zoe’s music if I hadn’t built up a relationship with you, Jim on Twitter and facebook.
We really do reap what we sow
Some very good points there, Peter. Thanks for sharing them here, sir.
The average business is exactly that, average.
Only by setting our sights higher can we earn the attention of potential customers.
A great reminder.
I like that, George: “The average business is exactly that, average.”
Wonderful.
Thanks Jim. More honest and true content that I need to hear. The CARE Movement is all about that. I will continue to remain teachable and practice the principles that i learn from people like you. Gratitude, my friend.
Al
Hey Al. Thanks for the kind words and your contribution to the community, sir.
This reiterates what I have been reading in “Chasing Cool” by Kerner/Pressman. An original and genuine product/idea will create cool and influence further discussion. Chasing Cool can have the adverse effect. People that are chasing cool, whether that be asking for promotions (your email example) of their products or paying for it usually come off as unauthentic and are eventually exposed. If any success is gained from chasing cool it is usually short-lived.
Thanks for the book tip, Jason.
You are absolutely correct. Average never is good enough. And if it is, it is good enough for people and organizations that don’t seek growth. The growth of a business solely depends on being the best and having the best products and/or services.
I love this post Jim! It is a reminder that as well as trying to be the best you can be, it is also important to remember to be YOU. It is people’s uniqueness that makes what they do, sell, or sing, interesting to many people.
Great read! I actually found your blog through Zoe’s fan page! That girl has got it going ON!
Jim, I loved what you wrote. Sometimes I worry that I spend too much time crafting quality blog posts. This reassures to continue the focus on quality. A proverb that inspires me comes to mind, “Do you see a man diligent and skillful in his business? He will stand before kings; he will not stand before obscure men.” Proverbs 22:29 (AMP)
I’m not sure I understand this post. Surely the people who email you believe that their product is good. By emailing you, they are trying to put it where the right people can see it, aren’t they?
The problem isn’t that people are trying to push a product they know is bad. The problem is that they don’t know their creation is bad and so “Do great work and put it where the right people can see it” is exactly what they are trying to do.
What they are doing is sending me spam, pestering me about a product or service, which isn’t getting traction and which I have zero interest in. Ineffective for them and a waste of time for those of us they decide they will spam. They can do so much better for themselves, if they make the product as good as they can and then learn to market it correctly.
too many people talk too much but rarely listen. take, but rarely give.
Good morning, Mr Connolly.
I’m wondering if ‘putting it where the right people will see it’, is a tad too challenging for many people.
Not wishing to be be thought of as supporting spamming in anyway, I would also include some spammers as struggling with this issue. I’m loathe to think they’re all well aware that their actions are unacceptable, or is that being naive? If so, I make no apology. I like to think that there is good intent in most people, but that some are maybe innocently misguided or ill-advised by others.
But my point is that knowing where to find ‘the right people’, is quite difficult. I’m not so sure that having defined one’s ideal client alone is enough to determine where they might be found. Knowing where they are not located is much easier, but doesn’t solve the problem. This is certainly a conundrum with which I struggle daily.
With kind regards,
L