Author: Ryan Dolotallas

My buddy Mark has been sober for ten years and counting. That’s cause for celebration.

Every time we go out, I play dumb and ask, “How long has it been?”

He knows I know. But he plays along. “Ten years,” he says proudly.

He should be proud. That’s why I ask the question.

The last time we went out, a few people in our party ordered a bottle of wine. I ordered a beer. Mark ordered an Arnold Palmer.

He has no problem sitting with others who drink.

But he had a problem with the waiter.

“May I pour you some?” the waiter asked Mark after bringing the wine bottle to the table.

Mark replied, “No thank you.”

The waiter persisted, “Are you sure? It’s delicious. Matches perfectly with the pasta you ordered.”

“Yes, I’m sure,” Mark grumbled.

(Sigh!)

The waiter had good intentions. But come on, man! Don’t pitch wine to an alcoholic!

Seems pretty obvious, huh!? But businesses do this all the time. They pitch their “perfect” products to everyone without regard for what prospects want or need.

It happened to me with another restaurant this summer.

I joined the restaurant’s email list when I stopped in for a quick lunch.

I didn’t order any wine that day. No martinis either. Just a bowl of chowder and a sandwich.

Since then, I’ve received two emails.

The first promoted a month-long discount on wines.

The second pitched a one-night event (“celebrate our 11 year anniversary”). The hook? Discounts on sparkling wine from 4 to 7 p.m. and discounts on other bottles all night.

Don’t like wine? Been sober for 10 years? Wondering whether there’s a special menu or food discounts? Nothing to see here. Move on.

I like this restaurant. Tasty food. Nice selection of beers. Friendly service. Reasonable prices. That’s why I go.

I don’t go for the wine list. Nor would Mark. Same goes for many others on the email list.

So if you keep sending emails that pitch nothing but wine, we’re going to tune out. We’ll stop opening the emails. We may opt-out altogether.

Sending everything (i.e. narrow pitches for wine) to everybody, regardless of their interests, is the greatest mistake email marketers make.

Next Wednesday, I’ll dig deeper, share some examples from businesses that get it and offer some tips about how to engage email subscribers more effectively.

Tom
MarketVolt

I have a friend who’s convinced the government or Russians or Martians (or…whoever) listen to every cell phone conversation he has.

A few years ago, the friend (I’ll call him “Bob”) dumped his regular cell phone and began buying pay-as-you-go “burner phones.”

Bob pays cash for the phones.

“They can hear me,” Bob says. “But they don’t know it’s me.”

Bob is squeaky clean (I think). He’s not a drug dealer. He pays his taxes. He doesn’t have a cheatin’ heart.

He’s just a little unhinged. Or maybe he’s smart. (There’s such a fine line between paranoid and careful.)

I thought of Bob this week while watching my favorite TV show, “Better Call Saul.”

The main character, Jimmy (a.k.a. Saul) works at a mobile phone store.

Prepaid phone sales are slow.

So Jimmy buys some of that gaudy orange and yellow window paint (the kind you see at used car dealerships) and writes in four-foot-high lettering on the storefront: “Is the man listening? Privacy sold here.”

Sales skyrocket.

That’s some smart marketing, Jimmy!

“Better Call Saul” is a crash-course in smart marketing and copywriting. Really. I’m not kidding.

In the burner phone episode, Jimmy delivers a brilliant pitch to the leader of a biker gang who ends up buying a pile of phones. Even the most seasoned sales champion could learn something here.

Check out Season 4, Episode 3. Jimmy ad-libs a pitch for copy machines that they should reprint in sales training manuals.

Take notes in Seasons 1-3 as Jimmy pitches his legal services to senior citizens.

Brilliant stuff.

If you know the show and the Jimmy/Saul character, you know: He happily works for and with drug dealers, tax dodgers and cheating spouses.

Don’t worry about that. That’s not the point.

The point is this: Jimmy/Saul brilliantly assesses what motivates his prospects. He knows what they desire and what they fear. And then he tells (true) stories about how his products or services can fulfill the desire or address the fear.

Jimmy doesn’t sell mobile phones. He sells privacy.

What do you sell?

Tom
MarketVolt

p.s. I can help you re-define what you sell — so you can sell more. It’s something I do for clients all the time. It makes their sales pitches better. It makes their content more focused and relevant. It helps the bottom line. And for those of you who work for nonprofits or schools, the same principles apply. You are “selling” something — even if you don’t think of it that way. If you want to learn more about how this works, give me a call (314-529-1431) or email me. 

I got some spam this week from a guy who claims he knows me because of my job title.

He doesn’t.

The email said: “Your title suggests you know better than most that inventory solutions in your industry cost a fortune. Worse yet, most don’t integrate with QuickBooks.”

My title is “President,” not “Inventory Manager.” My company sells software and strategic marketing services, not stuff we store in a warehouse.

But that didn’t stop this guy.

He pitched his inventory management solution. It’s easy to use. It integrates with QuickBooks!!!!

Here’s the funny/sad thing: I work with lots of companies that manage inventory and might benefit from better software.

But I’m not buying from this guy.

I don’t trust him.

Don’t get me wrong. I’m all for “personalizing” emails. We encourage you to do it. We help many of our clients do it. Well-executed, personalized emails yield far better results than impersonal emails.

But personalizing does not mean pretending I know you.

It means including content that you believe will be pertinent to the reader — and doing it in an authentic way.

Saturation bombing people with a certain job title and implying you know the person — that’s not authentic. Sure, his email may reach some inventory managers who fall for the “personal touch.” But there’s nothing really personal about it.

Tom
MarketVolt

p.s. Want to discover how to personalize your emails to improve results? We can help you do that. MarketVolt’s experts can help you devise creative, smart strategies and tactics for your campaigns. We can help you with content planning, copywriting, email production, blogging or other content marketing. We can show you how to do it, or we can do it for you. If you want to learn more, give me a call (314-529-1431) or email me. 

When a half-ton grizzly bear walks through your campsite, 20 feet from where you’re sleeping, you take stock.

I should know. That happened to me two weeks ago in Alaska.

After sleeping soundly, I crawled from my tent to find my pals comparing notes. They’d heard it, splashing through the creek bed next to our tents.

“Had to be a bear,” they were saying.

Then we saw the tracks. Big as dinner plates.

Then came the stock-taking.

Profound questions like “How am I still alive?”

Turns out there’s a logical answer.

In mid-August, the land in southwest Alaska is covered with ripe berries, and the streams are filled with spawning salmon. It’s an all-you-can-eat buffet for grizzly bears. Easy pickin’s.

Bears know: Why bother trying to take down a nasty, pepper-spraying, gun-toting, punch-throwing, boot-stompin’ human being when you can get your fill with far less effort and risk?

Call it strategic targeting.

Grizzlies do it. So should you.

Ask and answer these questions…

Who are your best, ripest, most plentiful prospects?

Where do they reside?

What are the costs and risks in pursuing them?

Which are easiest to land?

If you’re not asking these questions, you’re probably wasting time and energy chasing difficult prospects…

…while a bounty of opportunity surrounds you on the hillsides and in the streams.

If you are asking these questions, but aren’t sure how to answer them, I can help. I know a ton of great strategies and tactics to help identify and target your best prospects (see p.s. below).

Tom
MarketVolt

p.s. Want to discover how to identify your best prospects and target them most effectively? We can help you do that. MarketVolt’s experts can help you devise creative, smart strategies and tactics for your marketing campaigns. We can help you with content planning, copywriting, email production, blogging or other content marketing. We can show you how to do it, or we can do it for you. If you want to learn more, give me a call (314-529-1431) or email me. 

When I was a kid, you couldn’t move through a big-city airport without being pestered by people pitching their religion and begging for money.

The “Hare Krishnas” were the most notorious. With their shaved heads and orange robes, the Krishnas would approach harried travelers, offer a small gift and then ask for a donation.

When they started this routine, Krishnas gave out small flowers. Travelers usually tossed those in the trash and rushed off without donating.

Then the Krishnas tried a new strategy. They gave out small American flags.

Travelers were reluctant to trash the flag. So they would pocket the gift, or pin it to their lapel.

And then…

…They would dish out some dough to the Krishnas.

After Krishna’s switched from flowers to flags, donations sky-rocketed.

Why so? Because when we humans receive a gift we value, we want to return the favor.

The key word here is value.

Give me a little flower, and I think, “Meh,” as I toss it in the trash and move on. Nothing of value here.

Give me a flag — even a tiny plastic one, fastened to a toothpick — and I have something more valuable. Sure, it’s not a diamond ring. But it’s not something I want to dump in the trash.

So I keep it. And now, even if I’m not conscious of the impulse, I want to return the favor.

Airports banned the practice, and courts upheld the bans. So the Krishnas are long gone from Terminal A.

But the marketing lesson lives on.

Give and you shall receive…

…as long as you give something of value.

Tom
MarketVolt

p.s. Want to discover how to create business-building content that delivers value to readers? We can help you do that. MarketVolt’s experts can help you devise creative, smart strategies and tactics for your marketing campaigns. We can help you with content planning, copywriting, email production, blogging or other content marketing. We can show you how to do it, or we can do it for you. If you want to learn more, give me a call (314-529-1431) or email me.