Archives for category: Marketing Rants

I just received an email in my Gmail marketing inbox, from a marketer who I purchased something from via Paypal.

This is absolutely priceless…

This marketer used the subject line from the email Paypal sent him to let him know a payment was received…and sent his email to me with that subject line…to make it look like I received a payment, just so I would open his email.  Un…friggin…believable.

Do we really have to resort to trickery to get the open these days?

And that’s not all…

Not only did this marketer use trickery to get the open…he also didn’t include any convenient way to tell him “I don’t want emails” at the bottom…you had to actually reply to this email and tell him you don’t want messages.

I’m not a legal professional (nor even close), so I don’t know if that violates CAN SPAM requirements (even IF I bought something from him before)…but this type of inconvenience boils down to one simple fact…

Now, I won’t pay attention to his emails any longer.

Way to build trust and a relationship with your list eh?

I wonder how many people will hit the “SPAM” button in their email accounts from this?  That would be an interesting stat to track.

Confusing title eh?

We have preconceived ideas about how our marketing, our messages, and our personalities impact the people we come in contact with.

It’s all wrong.

For example, a potential client may not know who I am, and I know that.  The problem is, I don’t know that enough at times.

In other words, I sometimes need to take what I think I know about how well they don’t know me, and take down another notch.  They REALLY don’t know me at all.

What does this mean for you and your marketing?

It means no assumptions can be made on your part as to what your potential client knows at all.

Example: If you’re marketing an ebook about affiliate marketing to a target market of “intermediate” affiliate marketers (i.e. been in business successfully X number of years, X amount of income etc…), then you need to write content a notch or two below what you think an intermediate affiliate knows.

Your perception of any or all people in your market is distorted by one filter…your experiences. Even if you have all the data in the world, you’re still missing sales because your marketing doesn’t resonate with some of the people it could (and should).

Think about that today…

I remember a time when I could go down to the local library, visit the business or marketing sections…and almost any book I pulled off the shelf would be an engaging read.

Recently, as in the last 3 years or so…it seems that published authors are “pushing” books out.

Enter, the book factory.

I’ve read Think and Grow Rich over 30 times, literally, from cover to cover. I’ve read the “Rich Dad, Poor Dad” book many times.  Obviously, I’ve read other books…but these I would term classics.

But recently, it’s rare that a book written in the “business” genre is actually written to engage the reader.  Instead, you have to wade through “information vomit” to get to any scraps of engaging content.

Naturally, as with anything, there are rare exceptions (one author of a few that comes to mind is David Meerman Scott).

Why is that I wonder?

Are authors writing books with a purpose to engage their audience?  Or just to “get a book out”?  To say they are an author maybe?


Before you submit your book to the book factory, perhaps get an unbiased* consensus about how engaging and entertaining the content is? Then, maybe, more people will read past page 18 before calling it quits. 😉

*by unbiased, I mean not a member of your “inner circle” of marketing friends who will go to Amazon when your book hits the streets and publish “fluff” reviews.

By the way, I’m currently writing a book, a manifesto based on my personal observations about business and the people who run those businesses.  By the time it hits print, it should prove to be an engaging, entertaining, and useful read.