Did you know that your marketing can fail, even before people read what you have to say?
Well, it’s true. And it happens all the time. Here’s an example of what I mean.
Spammers pointing lasers into my eyes!
I was prompted to share this with you, after I received a spam email. It was from a company that wants to sell me laser eye surgery. They even offered me a discount.
Let’s unpack that for a moment:
They assumed I’d be happy to place my eyesight in the hands of spammers. They thought I’d be perfectly okay, about some spammer pointing lasers into my eyes.
And they were wrong.
What your content marketing says about you
Here’s the thing:
- That laser surgery company may use only the most highly trained laser surgeons.
- They might have the best possible equipment.
- They could have outsourced their marketing to an agency and been unaware their message was being used to spam people.
- And they may well be like many small business owners, and think that it’s only spam when someone else is doing it.
Of course, none of that matters. Because when we’re spammed by a company, all we know for 100% certain, is that they’re spamming us. And spammers are considered to be annoying, desperate and unprofessional.
That’s a bad look for any business.
Be careful how you deliver your marketing
The way you market your business is part of your story. It shows your marketplace how professional you are. It shows them what you believe to be acceptable. It shows them what your business standards are. And it shows them where they should position you, among your competitors. All of that takes place before they even see (watch or hear) the content of your marketing message.
The lesson here is simple. Great marketing, delivered poorly, is like a delicious meal served on a dirty plate. It turns people away, regardless of how amazing the content might have been.