Marketing is not magic. It’s not a skill reserved for the well-educated, or the privileged few who possess special knowledge. Succinctly put, marketing is a “communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.” (ref: Wikipedia) Seems pretty straight-forward, right?
For anyone who has known me long enough or heard me speak, one of the consistent grumblings I make is about the lack of common sense in many Internet marketing approaches, usually supported by the quick-talking, sales-focused communication styles of self-proclaimed Internet marketing gurus. I encounter these people daily; people who exude the antithesis of techniques and values which I hold dear and are often identified by a “trust us, we know best” attitude.
Admittedly, I’m not an all-star sales-person; I’m not the guy who can sell water to a well. But I am a consumer, a business strategist, a statistics analyst and a person of integrity. Those qualities combined, I have some strong opinions about how business should be conducted, about what it means to create long-term loyalty, and about harboring societal values which cultivate a sense of global humanity.
Indeed, these values which I hold are a reflection of something more than money, and won’t connect with the person who cares only about the dollar. Greed is pretty low on my list of business objectives. Can I get a hoorah?!
With an eye toward establishing long-term growth and cultivating lasting customer loyalty, let’s take a look at some blatantly bad “marketing” behavior which lacks common sense:
Don’t Talk At Me
Engage with me. Connect with me. Listen to me. Find a way to help me.
Don’t Convince Me
If you’re trying to convince me, you’re not listening to my concerns and addressing them. If your product/service is of value than simply listening and addressing my concerns will illuminate the value.
Don’t Mislead Me
Even if my examination is discovering shortcomings in your offering, that’s an opportunity for you to improve. I don’t expect anyone to be perfect and some humility and desire for improvement goes a long way in building a long-term relationship.
Don’t Hype
You may be the best there is, but let other people say it. Self-proclaimed status is meaningless in today’s world where countless people are declaring themselves an expert, maven or guru.
Don’t Promise What You Can’t Deliver
I’m more likely to work with you for your solid skills, rather than your appearance of grandiosity.
Don’t Gloat
In the ever-changing online world, not many people stay on top for long. I’d rather work with someone who works twice as hard to achieve the same result as the guy who works half as hard, because the guy who works twice as hard is more likely to adapt twice as fast to changes.
Don’t Guilt
If your oldschool-style sales copy is still inviting my guilt for not buying into your offer, you’re only driving the nail into your own coffin.
Don’t Rush
I’m not in a rush, you don’t need to be either. If I have a need and I think you can satisfy my need, I’ll engage with you as long as necessary to ensure the need is met thoroughly. Rushing me only shows you care more about the immediate sale than the long-term relationship, which works against you.
Don’t Waste My Time
I’ll tell you what I need, you tell me what you can do for me. If it’s a beneficial relationship it’ll flourish, if it’s not the right fit, let’s move-on.
As was stated in the first paragraph, marketing is a process; a process which can and should reflect your values. Anyone who tries to convince you otherwise in order to be different, stand out, and make sales should be avoided. Want to be different? Try being real! And remember, a little common sense goes a long way!
{ 4 comments… read them below or add one }
I appreciate this post, Andrew… because as insidious as some of these marketing tactics are, and as much as I dislike the experience of buying in or associating with them, I often have a difficult time recognizing and avoiding them right off the bat.
I think this post would serve as a good checklist to “call out” bad marketing approaches, and generate better business relationships.
Excellent post. There are so many marketing messages in our environment today, and unless you are really clear on who you want to speak to and what you want to say, you are just yelling in the wind. To me your blog post really speaks to a need to be super-relevant and super-connected to your customer. Nice one, Andrew.
Brian-
I’m glad you found it helpful. Like you described, sometimes the distasteful experience is easier to recognize than the behaviors inducing the experience; like the smarmy-feeling used car salesman who, on the surface, is trying to “act personable” with no genuineness behind the behavior. Sometimes knowing what to look for brings about a clarity on the experience much quicker and makes for a smoother process.
Chris-
I couldn’t agree more. Unless a company has the capabilities and budget to act like Wal-Mart, success is best achieved through the factors you listed. Unfortunately, I see so many Internet businesses fail because they’re trying to be too many things to too many people.
Good post, Andrew. It has a ring of truth to it and reflects the values I want a marketer to practice. Humans connecting as humans – novel concept!