Today, I received a promotional email that began with, “I’ll be quick and direct”.
Nothing wrong with that – in fact, many people look forward to something short and to the point.
Only problem is, this particular email was neither. In fact it rambled on for 32 paragraphs!
So what’s the big deal? Quite simply, little details like this will kill you. Making a statement like, “I’ll be quick and direct” and contradicting it, at best, makes you seem like you don’t know what you’re talking about.
At worst, it makes you look dishonest.
I’m sure that neither of those were what the sender wanted to achieve. And this could easily have been prevented.
He could have actually been quick and direct. That’s the obvious answer. But he also could have eliminated that opening statement and avoided this glaring inconsistency.
Its little details like this that can flatten your marketing efforts without you ever knowing what happened. So make sure you’re consistent in what you say – and what you do.
One of the best ways to achieve this is to have someone read your promotions before you send them out. Have them make sure your message tracks properly.
And remember, what may seem like a small detail to you can easily be a deal breaker for your prospects.
7 Responses to “Marketing success is in the details”
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You are so right! The other one that sends me to the delete button is a subject line that says “6 ways to…” and when you read the message it says that you can find out those 6 ways when you buy the product.
There’s a fine line between subject lines that pull someone in and subject lines that make a false promise.
Do that often enough and people will automatically delete without reading your messages. One of our most well-known marketers is doing this a LOT lately, and I feel sure that I’m not the only one who has quit reading his messages.
I will say, nothing can be more annoying than “real quick” pitch that lasts forever. What makes it even worse is when they promise quick information, but then additionally promise no fluff, which becomes 70% of the presentation. I am sure eventually those performing this practice will learn how annoyed we are with it.
I think that clearly the marketer was using a “bait and switch” technique to draw you into opening the email and then trying to “close the deal” once you’re inside !
I would take this as annoying at the very least and more than likely dishonest.
I would also promptly unsubscribe. Online marketers need to beware that people read with emotion much the same as if you were “face to face”. To assume otherwise will be your demise. If you know what I mean.
I have been doing sales and marketing for many years and I’ve found that treating people as a buyer or a customer or anything else other than a human being is typically a very bad idea. Ask yourself first, “Do I like to be labeled the same way I label the people on my list ? Something to think about………Its not rocket science, or is it ?
The reason most marketers are no successful is perfectly illustrated by your example, Bob.
Other turnoffs include: poor spelling and sentence structure; it’s all about ‘them’; ‘corporate speak’ when communicating with entrepreneurs (this one really frosts me!); sending too many emails; silly or juvenile subject lines; and obvious affiliate links without full disclosure.
Darwin soon weeds the mental midgets from the marketplace but not before all legit marketers step in the fertilizer left behind by the know-nothing nincompoops.
Crap. Bob, I’ve made that mistake. What ends up happening, to defend (not justify) this action is you start, think it’s going to be brief, then you find you have way too much to say…and it goes on and on. And on.
“Quick and to the point,” is also in the eye of the reader, too. What us long-form sales letter writing guys might think is short is 4 pages!
I do get what you’re saying though…You’ve got to go back and PROOF read and READ for content as if you were the prospect. Make sure your intentions when you start match your end-product. Great post Bob! Jerry
Great article Bob, I enjoy reading your emails as they give so much value, & as you already know the more value you give the more money you make.
Have subscribed
Simon
Thanks Bob for more excellent advice.
We’re very privelidged having you as a Mentor and Coach.
Best wishes for success to all,
John.