One of the reasons that you get targeted with so much unprofessional marketing, is that small business owners never view what THEY do as spammy or unprofessional. They know that their intentions are good, so as far as they are concerned:
- It’s OK for them to add you to their mailing list without your consent, because THEY KNOW it’s not spam and that their company is legitimate.
- It’s OK for them to ask you to recommend them on Linkedin, even though you don’t know them, because THEY KNOW they are decent, honest people.
- It’s OK for them to send you sales pitches on Facebook, because THEY KNOW that their products really are extra special.
- It’s OK for them to use Twitter as a broadcast medium, because THEY KNOW that their stuff REALLY IS worth broadcasting.
The key to marketing success, is to understand that your marketing results are based on your actions, rather than your intentions. People will respond positively, negatively or not at all, based on what you do. Consequently, when you irritate people by pushing marketing at them, they will typically respond negatively.
The most successfully marketed small businesses, abide by the following 8 words: Have something worth saying and say it well.
They offer a product or service that provides unique value (so they have something worth saying.) Then, they use professional marketing, to get their message out correctly and motivate people to buy from them (so they say it well.)
The least successful businesses do the exact opposite.
They offer a similar-ish product or service to their competitors, (so they don’t really have something worth saying.) Then, they use push marketing techniques like; cold calling, social media broadcasting, unsolicited email marketing etc, which just irritates people (so they don’t say it well.)
Before you send out any piece of marketing, always ask yourself the following question: “If someone sent this to me, how would it make me feel about that company and their services?”
We should always hold ourselves up to at least the same level of scrutiny, as we use when evaluating other providers. Preferably, far, far higher!
How do you feel about pushy marketing or those that broadcast to you, rather than engage you?
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