1.3.2013

Everything You Say Doesn’t Need To Be A Sales Pitch.

Enough already.

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.


  • Leanne Hoagland-Smith

    My sense is the essence of authenticity is at play here. If one’s goal is to educate, then providing some call to action does not appear to be unreasonable. There is a delicate line here between educating and self promoting.

    Now always having a C2A or a hook in very single post, marketing campaign or interaction is too much. This is why those who demonstrate the personal touch with a card or a note wishing a Happy New Year or thanks for being a friend, client, etc. without any self promotion will always stand out in the crowd and truly be memorable.

    • http://www.DanWaldschmidt.com/ Dan Waldschmidt

      Having a purpose isn’t a crazy (or a crime). Asking for help, prospecting, closing deals — none of those are evil things to do. But the non-stop mashup of quasi-personal information with holidays is horribly misguided…

      Normal people don’t do that…

      Dan

    • http://twitter.com/TomGTR Tom Rochford

      Its possible today to send a standard card with a very personal message of thanks. Cost is more than an email but if you want to impress – be a bit different.

  • http://twitter.com/TomGTR Tom Rochford

    It seems that one element is being left out of automated messages – every once in a while be HEARTFELT in your message. Say thanks then go away. When you next reach out they might be inclined to read or listen.

    • http://www.DanWaldschmidt.com/ Dan Waldschmidt

      That’s right Tom. Well said: “Say Thanks and then go away…..”

      Dan

  • http://twitter.com/TobyLeads Toby Marshall

    You raise an interesting point here, Dan. It can be inherently difficult to strike a balance between overselling and appearing insincere and not utilising these valuable channels of communication. In B2B marketing, content marketing has proven invaluable in terms of lead generation, where content is discoverable by your target market and you are not hard selling, rather informing your market.

    • http://www.DanWaldschmidt.com/ Dan Waldschmidt

      I am OK with content marketing but I dont like some of the attitudes behind the practice. Just creating content isn’t good enough. We need to inspire people…

      Dan

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