What’s on the iPod: Hypocritical Kiss by Jack White
I have never bought anything from any offer coming in over my fax line. There. I’ve said it. Now stop faxing me.
In fact, there are any number of marketing tactics that are, for the most part, annoying as hell. Not exactly the best impression to leave with your potential customers, is it? And oddly enough, it’s not always the way in which you’re reaching people that leaves a sour taste; some of the most useful marketing tools can become part of the worst marketing you’ve ever done.
Here are my top peeves in marketing:
Faxed offers. Nothing says “I’m dying to ring into your office line, tie up your phone but not by calling you directly, and send you something without asking that eats into your paper and ink supply” more than the impersonal fax. I’d much rather you called me or emailed me so I can ignore those “Cruise Sale!” offers properly.
Twitter promotions. What’s that, you say? Aren’t we supposed to promote on Twitter? Yes. However, promoting on Twitter doesn’t mean that’s all you do on Twitter. I’ve had follow requests from Twitter accounts (I can’t even call them people for they feel too robotic) that repeat the same message or send off the same link with different wording on and on and on…. If you can’t mingle and converse with people, stay the hell off Twitter.
Subscriber emails. Ten emails in two weeks to tell me about one one-hour webinar that your followers have already signed up for? I don’t know what marketing book or blog you’re following that gives you that killer advice, but I suggest you either burn the book or lose the URL. If you treat your followers like they’re flaming idiots who can’t remember your webinar after maybe three messages, congratulations. You’ve just offended them.
Brochures or sales letters with errors. More than just the lack of proofreading or general editorial oversight, some marketing copy comes in with message containing the wrong facts or fail to cite sources.
Screaming intentions. Shout all you want — just make sure it’s the right way to send your message. For example, if you overload your copy with BOLD CAPS or strings of !!!!!!!!!!, I’ve just lost all confidence that what you have to say isn’t embellished beyond actual reality. Stop using tricks and font changes to get attention and start beefing up your actual message.
What marketing ploys fall flat with you?
16 responses to “Marketing Ploys That No One Tells You Are Bad: Until Now”
Oh this list is spot on. I'm going to have to add mobile text offers to your list. I. Can. Not. Stand. It.
Twitter and constant Facebook promotions rank pretty high on my list of marketing pet peeves too.
Agreed, Kim! I don't read "offers" on my phone. It feels much more like an invasion of privacy than any other marketing tactic.
Interesting list. I guess us sales-types could use a whole lot of instruction from wise consumers like yourselves who are by necessity staring at one screen or another much of the day. Any suggestions? Chuck
Anything that remotely smacks of a hard sell instantly repulses me. Or the marketing callers who are so stuck to a script they don't hear you repeatedly say, "No thanks."
Another one I hate? The guilt trip. It's often used by charities looking for donations (and shysters posing as charitable organizations.)
Dude, when I've already said no don't say, "Even a small gift of $20 would help feed five homeless puppies for a week." (Or whatever heart string tugging cause they claim to represent.) Trying to make me feel guilty for not being wealthy enough to help homeless puppies is not going to get me to donate money I don't have.
I love it when the groups claiming to raise funds to support uninsured breast cancer patients call. I turn the tables: "Where was your organization when my sister had cancer, lost her health insurance, and got stuck with over $200K in medical bills that she's still paying off 13 years later?" They usually hang up on me about then.
Ditto, Kimberly. That was exactly what I thought when I read this. Another BIGGIE is unsolicited emails (ones you did not subscribe to). Not only is it annoying, it is illegal!
Chuck: I don't mean this to sound flippant, but the answer is don't invade our space – unless, of course, we ask you to because we've established a connection.
That doesn't mean you don't advertise on Facebook or wherever. Just don't hook up to my personal account without an invitation. I think it's the unsolicited intrusion of an in your face advertisement that irks readers.
P.S. Lori – another reason I'm glad I didn't hook up my fax when I moved here. 🙂
I've never had a fax hooked up… except once a year when I have to fax someone from my printer… you know, the truth is marketing that works for me is sensitive to my time, and my interests and is polite… like they understand right now may be interrupting my breakfast.
And yes, Chuck, as a semi-sales type I would say we need to learn… ask yourself if you would like to get that communication right now.
Any blanket form of advertising and I tend to shy away. Do a little research and taylor it to my needs, or as Cathy stated be invited in. If Anne, Cathy, or Lori have something to sell, then I'm listening because we have a built relationship and I can trust them. If you don't know me and hit me over the head with emails, tweets or what have you, I'll ignore you quicker than a Jack rabbit with a hot foot.
P.S. TGIF everyone!
Great input guys and gals. The times are changing as we speak, not only because of the economy we are in but because of all the new mediums out there for marketing goods and services.
I somehow get the feeling it's don't do as I do, just do as I say, and what leads me to believe this?
I consider each of you wordsmiths, and successful selling oftentimes depends on how sentences are constructed during the marketing phase.
Could we consider that when a fax with an offer is received that it could have been worded differently for you to respond positively?
Could we consider that the fund-raiser if they chose to use the services of a professional writer could increase the yield of their efforts and reduce their payroll at the same time?
With words could one set the conditions for a new relationship?
Chuck
Anything that feels the need to whack me over the head rather than show a bit of nuance and subtlety turns me off instantly.
Pop-ups, for instance. Or endless sales pages with fake highlighter pen!
Oh, and unsolicited emails too *hate*.
Interesting and thought-provoking questions, Chuck. Here's my perspective. I seriously doubt that a well-worded FAX would make any difference to me because I barely look at it. I look long enough to see it's not from someone I know and throw it in the recycle bin. I'm mad over the use of my paper & ink – something normally I don't even think about when it's a fax that's expected or from someone I know.
And you're right, it's a new world with new mediums. And because of that, there's a downside for marketers, too. I am suspicious of the fund-raiser who calls or the unsolicited email with links to who knows where. I don't like being that way, but it's reality.
Don't get me wrong – I'm all for hiring professional writers 🙂 but ultimately, it's a matter of trust. Words alone are not going to deliver that.
Maybe the words will intrigue me enough to check the business out with the BBB or Google them. That's a pretty big maybe.
Thanks to each of you for your comments. As a sales guy I'm always curious about what makes people tick and what motivates them to buy or not buy something. Chuck
First, a few legal technicalities: unsolicited faxes are illegal. If you get one, report the company to the FCC. Unsolicited emails are not illegal (just stupid). The requirements are for opt-out, not opt-in.
To Chuck's question, the best thing to do when selling is to talk less and listen more. Interrupting people, overcoming "objections", and being pushy doesn't work and isn't welcomed. Being helpful. listening to your prospect, and offering solutions to their problems (not yours) does. Chuck, you might want to check out my friend Bob Poole's site (bobpoole.com). He has excellent advice for sales people (he's a former top salesman for Xerox).
Paula, HATE the hard sell. I've walked away from things I've wanted because of the sales tactics. In one case, I left my dream car sitting in the showroom because the saleswoman was so rude — you just do NOT use guilt to try selling a car. It will NEVER work, for I don't know you and frankly, I don't care if you like me after the fact!
Great suggestions for you, Chuck. And yes, if the offer were somewhat believable, I might look at it twice. Might. There's somewhat of an "ick" factor with faxes, especially the unsolicited ones (which are illegal as Jodi points out). There are so many better ways to get an offer. If I know the client, I might send a fax, but it would have to be worded beautifully and an offer specific to that person.
Fundraisers (from legitimate sources) would not be offensive fax offers.
Philippa, add that to my list of hates, too! I don't want, need, or use Viagra, and yet every day I get at least ten offers. Nor do I need, er, enlargement solutions.
Jodi, I'd LOVE to report them. Alas, their number doesn't dial back. I've tried.
Chuck, I second Jodi's advice. I buy from people who try to understand my situation and my needs. If I need life insurance, for example, and I say "I think I need $100K in coverage" I want an agent who says, "Okay, let's see if that number fits with your actual needs." I contacted an agent who heard "$100K" and never once suggested we do a needs analysis. I did one myself later and realized I needed nothing near that amount.
It's HER job to tell me that! Yet she lost the sale because she wasn't willing to sell me what I need, not what I thought I needed.
I went into that relationship wanting guidance. Getting none, I walked away.
If I may, I'd like to turn this conversation back to the beginning, which was prompted by Lori's desire to include her under-employed daughter in her writing service business to give her something more credible to add to her resume than being a waitress at a local restaurant.
Somehow this all got off track thinking the sales part of the equation was to simulate the spammers and illegal faxers who are out there throwing millions of queries into the stream hoping for some miniscule response.
The kind of selling I'm talking about is all about making the actual contact with someone who is probably interested in the offer based on research before the fact. For example, if we follow the original premise then Lori would create a piece of collateral material, have it printed illustrating many of the features and benefits that could accrue from a relationship with Widmer Writing Services. Her daughter, using some basic selling skills, would attempt to contact those who she defines as likely targets.
Obviously, based on what each has contributed, using fax or email is out, which leaves the phone or a personal visit to seek a level of interest and to leave tracks (the collateral material) in hopes of finding a new client who otherwise would probably not call when in need.
It's known as commerce in the real world, and improved selling skills can make all the difference in the world to bring together the client with the need and the provider who can provide that need.
Chuck
Chuck, I wholeheartedly agree with your approach. You are no doubt a terrific salesperson — you're marketing to people who have a need, and you're proposing to fill that need. We've much to learn from you!
You're right — this is exactly what the point of this post was. Find the right way to reach your potential customers, and do so only after you understand who they are and what they need.
I wouldn't rule out email entirely. What I'd rule out is the impersonal message. I agree that many emails bug me no end, but it's because they didn't bother to personalize it or even come close to what I need.
Maybe fax is okay too if someone would bother to show that they understand who the recipient is and what they're needing. I may think I need a cruise, but I don't know the sender at ALL since there's no company name on the offer.
If Chuck Buerki sent me a fax, however, and he told me what benefits his product could bring to me and why he's the one to sell it to me, yes. I'd consider buying from him.
To me, it's all about redirecting the message to show the benefits and to show that the sender cares enough to send me something I really could use.
What really annoys me are all these masked ads that start with "one weird trick", "A surprise juice", or whatever.
First time they appeared, years ago, they might have worked to trick people in clicking the link. Now they totally scream "click here to get to a stupid ad for a worhtless product!"