What’s on the iPod: The Hook by Blues Traveler
Where did this week go? I’m not busy — in fact, I’m not busy to the point where it’s becoming a bit of a concern. I have stalled projects, which means I have plenty of time to get some smaller, one-off stuff out the door. However, it’s the height of conference season in one industry I follow, so getting someone “home” to answer the email is difficult.
So instead, I wasted entirely too much time revamping one of my websites. I had one small project to finish, but after that and some marketing, I was able to fuss with site design. Too much.
Marketing went well, and I found myself on LinkedIn connecting to new people whose companies I’ve worked with in the past. I like to make more than one connection in a company. If the person I’m used to working with leaves (as happened in this case), I’ll have a few more people and won’t have to re-establish a connection.
And you know me — I didn’t go into the conversations with sales in mind. Maybe that’s why they agreed to connect with me.
It’s funny how marketing every day makes you aware of the marketing efforts of others. I appreciate the really good marketing — the “soft touch” marketing where someone shows up, offers valuable info or insights, and doesn’t beat you over the head with six more message in the same week –that kind of in-your-face marketing may be the trend, but it doesn’t appeal to me, the customer. The message, as well as the frequency, is so critical.
So as I watched TV (actually, as I listened from another room), an ad came on. A familiar one, and one I can’t stand because of the woman’s gestures as she talks. However, from another room, the perspective was completely different. I finally heard the message.
I can’t say I was all that impressed.
It’s a big company (mega company). The commercial consists of two company execs — John and Jane Regular, who are talking about what makes the company so great. They talk about how the company thrives thanks to its business principles, which includes treating its suppliers right. Sounds great, doesn’t it?
But wait, you say. We’re not suppliers, are we? We’re consumers. The ad does mention that the products are great quality and there’s something for everyone, but the ad misses on a huge level–
It puts the customer out there, but almost as an afterthought.
In fact, the only real reference to the customer is when they say “trust us.” Yet while they think they’ve told us why to trust them, they really haven’t. They’ve told us about how important their relationships with suppliers is.
What about that one with the customer?
When you forget to appeal to the consumer on a more personal level, there’s a problem. Oh sure, the music is heartfelt, and the slogan is supposed to say “Hey, you can trust this company” but I need to know more about why.
That’s a great reminder for us to examine our own messages. Are we sending the right message to our intended customers?
Here are four mistakes we could be making that’s missing our goals entirely:
1. Not offering value for the customer: Why should clients buy from you? What’s in it for them? Every time you put together a marketing message of any kind — every time — ask yourself those questions, particularly the second question. If your copy or elevator pitch doesn’t provide an answer, revise it until it does. Your marketing should focus on what they need, what you need.
2. Not understanding what your customer wants. Have you ever sent clips that had absolutely nothing to do with the client’s business or their needs? If you’ve sent a white paper on technology to a consumer company that needs viral marketing, congratulations. You’ve proven how irrelevant your services can be.
3. Not giving potential clients contact options. If your online presence is minuscule to nonexistent, that could be a tough sell for a more tech-savvy audience. If you send marketing materials that offer just one phone number or an email, you’ve assumed customers have the time (or tools) to reach you in that way. I’m not saying a website and a social media account are essential, but they pretty much are. So yes, I guess I’m saying it.
4. Fishing in the wrong pond. You want to attract prospects who work in the sheet metal industry. So why are you sending marketing pieces to people who own bicycle shops? Or why are you trying to sell white papers and case studies to prospects who deal with fine art? Not saying there isn’t some crossover needs, but if you don’t research the prospects and you’re just blanket marketing, you’re wasting time and money.
Writers, what marketing messages are lost on you?
What makes you buy?
2 responses to “4 Marketing Mistakes Freelancers Make”
Excellent points about providing relevant and valuable info to potential clients. Without having seen the mega-company's commercial you're referring to (or even knowing which company it is), I'm only guessing about what is says. But it might be a smart message after all. There has been a lot more concern recently among consumers about supply lines. For example, Hershey is under fire for supposedly having child and slave labor in its supply chains. And knowing that, I didn't buy any Hershey candy to give out at Halloween this year. Until I find out for certain that the allegation isn't true, I can't trust the company anymore. So I do think a company is smart to tell consumers that they're treating their suppliers well. Customers may see that as value for them as well 🙂
It might be smart, Ashley, in the sense you mention. However, their presentation lacks something huge — the reason why. It feels a lot more like "We're special because we value our suppliers" rather than "Our customers are special, which is why we take care with our suppliers."
The latter I'd certainly be on board with.