As a
marketing speaker and
marketing coach for thought-leading professionals and professional services firms, I'm
continually amazed at the stupidity of firms who just DON'T get the fact that their
marketing messages are NOT about THEM...
Case in point - a Philadelphia area communications and design firm whose list I have been on for more than 7 years. They have never - NEVER as in NOT ONCE - sent me a single solitary message that was relevant to me, my business, my marketing, my design needs, or my ANYTHING. Not a shred of value in sight. Zilch. Nada. None.
Every single flippin' email blast they send out is about THEM, THEIR awards, THEIR staff, THEIR media mentions. I mean it's over-the-top ridiculous. I could go on and tell you - but I'd rather SHOW YOU...
For some bizarre reason, I'm removing their name to protect the guilty. I dunno - maybe it's the holiday spirit of thankfulness that I'm not this big of an IDIOT myself. (See previous post on the Real IDIOT's Guide to Social Media for the backstory on this acronym.)
I've used green bold text to show each instance of "I, me, my" syndrome in this incredibly self-centered, years-long and completely ineffective email marketing approach.
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Subject: Good things come in three for IDIOT Design+Communications
Good things come in three for IDIOT Design+Communications
25th Anniversary, ranked 7th and scholarship winner
[Unnamed town], PA - November 21, 2011 - IDIOT Design+Communications (ID+C), a brand design firm, is proud to announce three major milestones for the company.
ID+C celebrates its 25th anniversary in 2011. What started as a freelance graphic design job in 1986 has grown into a full service design agency serving the Northeast corridor from Virginia to New York. Their expertise includes integrative brand campaigns that span internal and external audiences. Branding initiatives include brand touch points that create and spark perception of brand positioning. ID+C specializes in employee communications and internal branding. According to President and founder, Susan Idiot, "I would have never imaged owning my own graphic design and communication business. It is the support of long-term clients and friends that has allowed me to do the work I love and for that, I am grateful." ID+C built their reputation in the industry on strong partnerships and would like to take this opportunity to thank each of their clients.
Ranked 7th Among Philadelphia Design Firms In July, the company was ranked Number 7 in the 2011 Philadelphia Business Journal among Graphic Design firms in the Philadelphia region.
[Blah blah Name Changed here too] Executive Scholarship ID+C wishes to extend a special thank you to Women's Business Enterprise National Council (WBENC) for their continued support and for awarding Susan Idiot the [Blah blah Name Changed] Executive Scholarship. Idiot used the opportunity to attend Northwestern University's Kellogg Graduate School of Management's Executive Program on Branding. From elite scholars in marketing to an international contingency of fellow business owners and branding professionals, Susan Idiot gained invaluable insights into branding strategy. As a result, ID+C can assist its clients to discover and express their brands' positions and future direction in a dynamic, global marketplace.
IDIOT Design +Communications
address block
website
phone number
Susan Idiot
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Questions for YOU:
- Is this the kind of email you would pass along to your best business colleagues?
- Would you be motivated to go through your database and see who else could benefit from such a terrific email newsletter?
- Would you rush to your web browser and immediately check out their site to see what OTHER valuable resources they have to offer you?
- Finally, would YOU give these people your email address so they could spam you with their accomplishments, awards, milestones, and anniversaries and spend nary a second in 7 whole years talking about branding, advertising, communications, or marketing ideas that might help you, your organization, or your career?
Yeah... me neither. Click. Unsubscribe. Bye, bye.
BOTTOM LINE: Don't let this happen to you.
What do YOU think? Please use the COMMENTS area below to share your thoughts on "I, me, my" Syndrome or share a success story of more prospect-centered email marketing!
Today's marketing concept for you is simple - check this out:
Every day here at Do It! Marketing HQ, we work hard to make sure the clients we love are extremely happy with our work and our results. At the same time, we work hard to keep OUT clients who will make us nuts, sap our energy, or for whom it will be impossible to do our best work.
1. I'm scared to...
Welcome to the first in a series of powerful marketing concepts... you can call them riffs, sound bites, or guiding principles.