One of the great things about being in business today, is that we can get an idea, write it down, click a mouse button and get it in front of thousands of people in seconds. Better still, we can reach all these people for little more than the cost of our time. However, instant communications also present us with a challenge.
The marketing challenge of free, instant communications
Not that long ago, it would cost a small business owner a lot of money, to send a traditional mail shot via the postal service to a few thousand people. It would take ages to print out all those letters and even the ink was expensive. Then you had to fold them, stuff them into envelopes and either stick a stamp on each envelope or frank each one. Because the cost in both time and money was so significant, people thought long and hard about what they wrote and who they sent those letters to. Every letter needed to count, when you were paying hundreds or maybe thousands for each mail shot!
Today, Bob can write an email during his coffee break and send it to his list, with the click of a mouse button. It will cost him nothing and take seconds.
As a result of this shift, you and I now find our email inboxes and social media streams, regularly littered with a lot of low value crap, from people like Bob.
Of course, the smartest business owners and marketers out there, are even more focused on the quality of their messages today than they were a decade ago. They know that in order to stand out in a world full of “Bobs”, their messages have to be professionally crafted. They also ensure that they only send their messages to people who are interested and who have given them permission to get in touch.
While people like Bob are filling the marketplace with low quality, badly targeted messages and getting added to an ever increasing number of blacklists, the savvy business owners and entrepreneurs are taking a different, less common route. They are focusing on value first, volume second. For them, quality comes before quantity. They send the right message, to the right people. It’s such a simple concept, yet it’s becoming increasingly rare.
Just because there’s little financial cost attached to sending emails or using social media sites, doesn’t mean we won’t end up paying a hefty price for using them ineffectively. If we get it wrong, we risk simultaneously damaging our reputation and missing out on an avalanche of new business and opportunities.
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