
Today I received an unsolicited email trying to sell me Toshiba computers. Although I am a “Mac Guy”, we actually bought Toshiba computers for all of our teachers this year. In the next few months, we’ll need to buy another 10 or so for our new staff who will be joining us over the summer. So I am THE PERFECT CUSTOMER for this email. But this email really hit a nerve. Instead of just blasting the sender, I thought I’d also include a few tips for how to market to me. But before I share the how to’s, let me share the how not to’s:
1. Undisclosed recipients.
The sender could have used a program like Mailchimp or ConstantContact to personalize the message to me. Instead she just blind carbon copied everyone. (Likely the statewide principal list). This may have saved her a bit of time, but it screams SPAM, as the message could have been sent to thousands of people (which is very likely).
2. Poor grammar.
If you are going to send a message to a thousand potential clients, check it over. Read it twice. Print it out and read it again. Have someone else go over it. Mistakes in the first sentence (as was the case here) is a great reason to press the delete key.
3. No unsubscribe link.
Since it was clear that this was a commercial message, there is very clear law to follow, which she did not. Here’s the link:
http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business One of the rules is that there is an unsubscribe link. Say, for example, that I am not the person who makes computer buying decisions. I should be able to click a button and no longer receive these messages.
Now here is what works when you are trying to sell me something. I know these tactics work because they have been used to sell me products or programs over the last 30 days.
1. Referrals from friends and colleagues
The best way to sell me anything is to have someone I know and trust recommend it to me. When my buddy
Jared Loftus recommended I check out a recent deal from
App Sumo on building your small business they had my attention.
2. Great reviews from bloggers and sites I trust
3. Build a relationship with me
If you can’t get recommended by one of my friends or be featured on a blog I read, the next step is to build a relationship with me. A recent example is my new friend
Ryan Sides who first friended me on
LinkedIn with a very nice intro message. He took the time to get to know me before talking about his
social media consulting business. Although we haven’t worked together officially yet (building relationships takes time), I refer people to him frequently, just because of his approach.
I know that all of this sounds like hard work, but that’s how we need to approach marketing our products and services these days. It’s all about relationships.
Whatever term you use, it’s the way to get me to buy your stuff.