Month: February 2019

I had a good laugh today while reading an online discussion board for marketers.

A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show.

She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)

But her hubby had another idea. “My husband thinks people will throw these (polypropylene) away though…He is thinking a canvas or cotton tote would be better.”

The first person who responded to Puzzled Marketer said, “I only accept iberian cashmere tote bags.”

(Ha!)

I understand Puzzled Marketer was looking for some honest advice. And the “iberian cashmere” response was dismissive — and a little snotty.

But I appreciate the point made by Cashmere Lover.

If he could elaborate, I imagine him saying:

Polypropylene vs. canvas vs. cotton? Don’t worry about it. That’s not what’s important.

Here’s what is important: Your marketing story. The materials you put inside that tote. The things you’ll say when people visit your booth.

Sure, the “right” material may drive a few additional people to keep your branded tote bag. But none of that matters if you don’t nail your story.

I was drawn to this exchange because I’ve seen it over and over again. Businesses invest tons of time and dollars on the perfect promotional product.

Meanwhile, when you visit their booth or read their materials, you get nothing. Sure, I may remember your “brand” more if I keep your tote bag with your logo.

But what does that logo represent? And do the messages you distribute with that logo clearly tell your story?

What does your logo represent? And do the messages you distribute with your logo clearly tell your story?

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Yesterday I received an unsolicited text message from someone pitching a local political candidate.

I’m not sharing this story to publicly shame anyone. I’m sharing it because there’s a business and life lesson here. So I’ll change the names to protect the guilty.

The text said, “Hi Thomas,” (that was the first clue this was junk; no one who knows me calls me “Thomas”), “This is ‘John Doe’ from ‘Advocates for Change’ volunteering for ‘Jane Smith for City Council.’ Jane has been…working to create a (city) that works for all. Thomas, can we count on your vote?”

I found the candidate on Facebook and messaged her: I told her that I had received an unsolicited text message on behalf of her campaign. I wrote, “Please don’t!!!”

I really hate receiving unsolicited text messages (and phone calls).

To her credit, the candidate replied quickly.

That’s when the excuses and hand-wiping started: “(The text-sender) is an independent political organization from our campaign and legally I can not coordinate with their get-out-the-vote efforts. You will need to contact them directly for any complaints. Sorry about that.”

At least she said, “Sorry.” But come on!

Raise your hand if you think that a local political organization funds, plans and runs a get-out-the-vote campaign without the knowledge and approval of the candidate?

She knew this was happening, and I told her so. I also said, “Telling a group that you don’t want them to conduct SMS spam on your behalf would not cross the ‘coordinate efforts’ line.”

This candidate is all about “clean government” which, in my opinion, made the transgression worse.

So I wrote: “Given your efforts to clean up government (and make it more transparent) — which I respect — I find it ironic that you are benefiting from a local PAC but then washing your hands of it when voters complain about the PAC’s actions.”

Again to her credit, she checked with the political organization and reported back to me.

But she gave me more hand-wiping and (pardon the expression) ass-covering: The organization claimed I had opted-in to receive messages (not true!!!), and they were acting “in accordance with campaign ethics laws,” she told me.

Blah, blah, blah.

The moral of this story — the lesson for you in business and life — is simple: Own your stuff.

If you do something wrong, your prospects and customers will often forgive you — if you own your mistake.

Don’t hide and say, “It wasn’t me. Those other people did it.”

If someone objects to your actions, don’t smother them in legalese.

I don’t give a hoot whether the organization was acting in accordance with campaign ethic laws.

Wiping your hands, covering your ass, ducking for cover, blaming the other guy — such practices seem hard-coded in politicians’ DNA.

But it’s not just politicians. Business people are not immune.

Check those tendencies at the door. Own your stuff. Admit your mistakes.

Your customers and prospects will be grateful. You and your business will be stronger for it.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Last week, my twin children turned 22.

I’m still Dad, but my hardest parenting work is behind me (I think/hope).

That got me thinking about parenting lessons learned. Here’s a big one:

When the kid does something bad, that doesn’t mean the kid is a bad person.

As parents, we need to help our kids understand the distinction.

“I’m not saying you’re bad. I’m saying you behaved badly.”

I thought of this lesson earlier today while meeting with a person responsible for marketing her business.

Her boss doesn’t want her to call it “marketing.”

He calls it “strategic communications.”

The boss has seen lots of bad marketing. He’s seen marketers behave badly.

They indiscriminately pitch without assessing need. They fill your inbox with content that offers little or no value. They use dirty tricks to persuade prospects to buy unneeded products.

From the boss’s perspective, “marketing” is a dirty business.

He’s onto something when he calls it “strategic communications.”

The marketer with whom I met explained the boss’s vision: He wants a deliberate, strategic, value-generating exchange between his company and individual prospects.

Funny, I said. That’s exactly what we recommend when we offer marketing tips.

Develop strategies to discover what’s relevant to your prospects. What do they want and need? How can you provide value?

Send content that includes interesting, informative, valuable information, not just product pitches. Don’t resort to a constant flow of just product pitches.

So to those marketers who do it the other way, the dirty way, I’m not saying you and “marketing” are bad. I’m saying you behaved badly.

Well-behaved marketers are strategic communicators. Good strategic communications is good marketing.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

During a new show broadcast after the Super Bowl on Sunday, CBS television wanted us to believe that a talent-show performer died in a tragic sword swallowing accident.

The idea was to create high drama. Keep us viewers glued to the tube.

I said, “To hell with this,” and I’ll never watch this rotten show again.

It’s called “The World’s Best.” It’s one of those reality talent shows with celebrity judges. CBS has invested big bucks in this thing, and the network premiered the show immediately following the big football game.

One of the contestants was a sword swallower. His trick: Connect a sword to the center of a steel harness. Strap two kegs of beer to the ends of the harness (very heavy). Lift the harness (with the beer keg barbells) over his head. Swallow the sword until the harness bar reaches his mouth. Tilt head back. Hold harness bar on face.

If the keg-laden harness should slip from his face, the kegs will crash to the ground, and the sword will be ripped from its place in his gullet and slice his insides to bits.

It seemed like a decent trick until CBS pulled its rotten trick.

With suspenseful music blaring and the heavy harness teetering on the sword swallower’s face, the scene abruptly shifted. For a split second, it looked like the bar had fallen. We hear the sound of beer kegs crashing against the ground. We hear the man groan. It happens in a flash. And then the screen goes black — as if the guy in the control room screamed, “Go to commercial!!!!!!”

What happened!?! Oh no! It couldn’t be! The horror!

I turned to my wife and said, “This is total bullsh^#&%*t. CBS just pretended that a sword swallower died on its show.”

After three minutes of commercials, the show returned. Now we see the sword swallower back where he was before the “tragedy,” balancing the harness on his face. Dramatic music. All is good. He slowly lifts the harness, pulling the sword from his throat. When the sword is clear, he drops the harness. The kegs crash to the ground (I’ve heard that sound before. Deja vu!). And the sword swallower moans…

…in exhaustion and relief.

What a crock of caca!

It wasn’t the greatest trick, but it had my attention.

Why did CBS resort to dirty tricks to build suspense and keep my attention?

Same question applies to LOTS of marketers.

Why do so many businesses think they need to trick us to get our attention!?

I won’t waste this space with a catalog of stupid marketers tricks.

I’ll simply say this: Compelling content will capture people’s attention. And you can create compelling content without resorting to dirty tricks.  

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.