Everything You Say Doesn’t Need To Be A Sales Pitch.
For the sake of all that is holy, we need a “Come to Jesus” discussion right now about marketing, the ever-important “call to action”, and our perverted insistance on non-stop sales messaging.
Why does every email, text message, voicemail, tweet, video, newsletter, webinar, online bootcamp, social upload, LinkedIn post, or training session need to include a “marketing hook”?
Instead of just “Happy Holidays” and meaning it, we somehow feel the need to include a “one time exclusive discount” or a download link for a super-amazing PDF ebook of wonderments.
Nope. That can’t happen.
We can’t just act like humans and treat people like human beings. We can’t say “Hi”, “Hey” or “How are you doing?”.
Apparently that would be a waste of our sales automation tools. After all, who would ever think about buying powerful tools like Hubspot, Eloqua, Marketo, or Pardot and then waste all the link-tracking-email-awesomeness technology by sending a genuine email with a little tender loving care.
That would be a waste of lots and lots of money.
So instead of being empathetic and insightful and emotionally intelligent, we fall back into sales pitch mode attaching “buy one get one free” wording to everything but the kitchen sink.
And it makes everything stink.
It stinks of selfishness and greed and insincerity. It stinks of insecurity and out-dated business philosophies.
And for some reason, we can’t figure out why our email “open rates” and “click-through rates” are impossible to improve. We’re confused why leads don’t message us back. Even outraged.
And, of course, it can’t be the complete lack of human interest from us. It can’t be the fact that every time we interact with anyone we ever meet we are shoving our sales pitch down their throat.
Or maybe that’s exactly the problem.
Maybe that’s why your business is broken.
Because your marketing stinks. You don’t know how to behave like a normal human being.
And unfortunately for you, people with money tend to spend it with other people who treat them with respect and dignity and emotional intelligence.
So maybe it’s time you stopped making everything a damn sales pitch.
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