Spamcial Marketing. Please Don't Do It.

Posted by David Chism | Sat, Oct 19, 2013

About a year and a half ago, I met a pret­ty suc­cess­ful moti­va­tion­al speak­er and busi­ness coach. I had heard about him for years, and a good friend who knew him well intro­duced me to him after one of his talks. He thought we’d hit it off as we had a lot of sim­i­lar client types and mar­ket­ing ideas. I could tell right away he was not all that excit­ed to talk to me (body lan­guage). He was polite, had a fake smile and tried hard to be inter­est­ed in the con­ver­sa­tion. (Because he knows that is what all suc­cess­ful peo­ple are sup­posed to do, right?: think Dale Carnegie: Be gen­er­al­ly inter­est­ed in oth­er peo­ple). After a cou­ple min­utes, he asked for my busi­ness card. Like a suck­er, I gave it to him. Did I per­son­al­ly hear from him again? Was I a real per­son to him? Or was I just anoth­er name to add to his email list? It did­n’t take me long to rec­og­nize his so-called per­son­al” emails as imper­son­al mar­ket­ing blasts. Now his emails are labeled spam in my email pro­gram, and I no longer see them. Why? Because he, like a lot of mar­ket­ing com­pa­nies and busi­ness­es, prac­tice what I call Spam­cial Mar­ket­ing. Yes, I total­ly made up that word. If you can’t guess the mean­ing, here’s a hint: it’s the oppo­site of prac­tic­ing good social and real net­work­ing. In oth­er words, it’s being annoy­ing.

Do You Like Receiv­ing Spam?

Nei­ther does your cus­tomer. This does not mean you can nev­er send your quar­ter­ly newslet­ters, an email blast with a spe­cial and mail­ers to clients ever again. There is a place for that, and you can­not please every­one — espe­cial­ly if you have a large cus­tomer base. My advice is this. At least begin to make a con­cert­ed effort to con­nect more with your cus­tomers social­ly, on and offline. By doing this, you will take those first few steps to reduc­ing imper­son­al mar­ket­ing items and make it more per­son­al. It could also save you some mar­ket­ing dol­lars too by mar­ket­ing only to those who have giv­en you per­mis­sion. One way to do this is ask your cus­tomers if send­ing them emails and mail­ers occa­sion­al­ly are ok. It is per­fect­ly ok to reach out and talk to cus­tomers. They won’t bite! Chances are, if you ask them your­self they will agree and say it is fine to stay on a list. If you don’t ask, at some point, your emails will go to spam and mail­ers will be in the trash bin. Spam­cial Mar­ket­ing. It is easy to make mar­ket­ing these days so cook­ie cut­ter and auto­mat­ed. There will be some fruit from this approach, but is it the long term, qual­i­ty fruit you real­ly want for your busi­ness? Prac­tice being real and gen­uine in all areas of your busi­ness and watch the qual­i­ty of your leads and the repeat busi­ness excel! If you are inter­est­ed in a good book on this sub­ject, take a look at Seth God­in’s Per­mis­sion Mar­ket­ing for some excel­lent insight and advice.

What Are Your Experiences?

Have you made any changes in your mar­ket­ing plan to be more per­son­al? What did you do before? Has the change made a pos­i­tive dif­fer­ence? Thanks for shar­ing your thoughts!

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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