Last week, I sent this email about a repulsive person (Charles Manson) who did repulsive things (you know).
One of my subscribers replied and told me my email was “repulsive” and that she was opting-out from my list.
I get it.
I suggested that marketers could learn a thing or two from Manson about how to woo prospects. In retrospect, citing psychopaths as “inspiration” is bad form.
I didn’t mean to make light of his actions…
…and, I certainly didn’t mean to suggest that he’s a role-model.
In fact, as I noted in that email, Manson ultimately got it “way wrong.”
So this follow-up email is a reminder that you should not market like Manson.
Like Manson, many marketers are great at wooing prospects with empathy and big promises.
But when it comes to fulfilling those promises, many marketers fail. They break the promise. They deliver something the buyer didn’t want, need or expect.
Too many marketers trick people into acting. They convince prospects to buy products or services that won’t help them. They simply want to close the sale.
I wrote this last week, and I’ll repeat it here because it’s a lesson worth repeating:
Like Manson, we should try to understand our prospects. We should demonstrate empathy.
Unlike Manson, we should present a plan that serves the customer, that truly fulfills and protects. This means delivering products and services that improve a customer’s lot.
That’s the way to build a business.
Thanks for reading.
Tom
MarketVolt
p.s. We help businesses figure out what they sell. Then we help them identify and connect with their target markets so people will listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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.