Marketing article: Artificial Dissemination

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Gary is a real estate agent wanting to stay in touch with past clients and current prospects. He wants to publish a newsletter but doesn't have the staff or the knowledge to produce one. Then Acme Publishing Company enters with the answer.

Acme can produce a generic newsletter/CD sent out monthly to his database. It's a turnkey system. Gary doesn't have to lift one finger. Just send in his picture with a check.

And besides: Acme's got 217 local clients, been around for a few years, and publishes to 142,745 monthly consumers. Wow!

They can print Gary's picture on the front and back pages with room for some tips or a special coupon. He doesn't have to do much work after all. The editor completes the rest of the newsletter with her articles, a few ads, and some testimonials. Totally generic.

Gary says, "Wow! It doesn't get any easier. When can I start?" All Gary is responsible for is his monthly article or other insert and a fee.

But the consumer differs in opinion...

Because I frequently get these artificial marketing materials in the mail. My warning flag goes up. I hone in on the suspected item. After a quick glance, it gets tossed.

The companies that produce these generic periodicals target unsuspecting small business owners. They produce a monthly newsletter or CD they mail to the business owner's mailing list, or given away as a prospecting tool. But it's a sterile attempt for business owners to connect with their market.

Because this has the footprints of a form letter. And you can smell the shallowness a mile away.

Imagine receiving the same generic newsletter from competing realtors. Or plumbers. Or therapists. Their uniqueness in the marketplace disappears.

And how about business websites?

The majority of them begin without any photos for their webmaster so he/she uses generic graphics from other sources to create an image that there are people with suits and ties wearing headsets employed there. And unless you have a low IQ, you're not going to fall for it.

The same is true for my insurance company...

They send a monthly newsletter with my agent Sue's name on top, but she had nothing to do with it. She didn't write, design, or publish it. So I quickly scan and discard it because I have a relationship with Sue—not the head office. Of course, they don't see it that way.

But the way I see it—this creates a major disconnect.

Because if you send me a CD, DVD, or newsletter: I only want to hear what you have to say. I don't really want to know what the editor or publisher writes because I'm not doing business with her. And she doesn't have my permission to engage me. You do.

I don't want to view those ads that promote other products. I'm not shopping for other products. It appears that Acme Publishing's mission is to sell me. The truth is: I don't want to be sold.

I want to hear from you. What you have to say. How you can help me with your advice. And what products you've used that you can recommend.

Remember those snake oil salesmen in the old westerns? They have a magic elixir that will heal every ailment. Well I have now grouped Gary (the realtor from above) with snake oil.

But there's more than one brand of snake oil in their covered wagon...

Those schlocky CDs they produce would make you run for cover. One financial rep told me her clients rarely view the prospecting video CD she passes out, but keep because they're so neat looking. She's right. It was great eye candy. But that's an expensive paperweight you don't want to pay for.

Here's an example:

There's a picture of our realtor Gary on the disc and front flap, but there's no hint of him on the rest of the CD. Gary isn't even giving the presentation. Instead, I'm watching actors or models trying to impress me with their fake smiles, pretty gestures, and rehearsed scripts.

Consumers can smell the shallow regard and fake authenticity. They dismiss this as mass marketing targeted at everyone. And unfortunately, hitting no one.

They're wondering why Gary isn't delivering the message. Is he too busy? Maybe Gary isn't the expert they thought he was. Perhaps they won't think highly of him anymore. And maybe they won't recommend him anymore.

How to avoid following our real estate agent...

You don't have to spend money with Acme Publishing. When you're starting out, you can send a flyer and let that be your newsletter. It has your warm authenticity and shows you care enough to stay in touch.

It shows the real you. That's whom people want to connect with. Your heart and soul. Not a mass mailing with ads and filler articles written by people they don't know. Who wants to connect with them?

And when you do have the budget, send an updated version of your newsletter while keeping it personal. People want to hear from you and your staff. They also want to hear about you and your staff. This is the organic juice that's missing from artificial disseminators who produce a bland product that does little to connect with consumers.

Go organic and you'll remain inside your prospect's consciousness while making more money.

Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com.

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