Connection or Chatter?
Over the weekend, I was reading the Dalai Lama’s guide on how to practice a meaningful life. And, in reviewing the Buddist ten “non-virtues” - one of the verbal ones is senseless chatter. Hmmm. Got me to thinking about marketing in general and blogging in particular.
As we’re flooded with “personalized” emails, blogs continue to proliferate and consultants (including me) talk up having conversations with customers - where’s the line between a real connection and senseless chatter? I, for one, am repelled by emails that start out with “Mary, did you…” from somebody whom I’ve never met. Apparently, way too many people have read those marketing guides that promote the instant sales magic of using the customer’s name. That false intimacy seems just that, false. Hey, I know they just want me to buy something. (Of course, I’m showing my age. I was also taught to call everyone “sir” or “m’am” - from waiters to CEOs.)
Regardless of age or perspective though - seems to me there’s always a huge difference between personalized and too personal. And one person’s chatter is another’s revelation. The trick is knowing the difference and how our/your target markets interpret them. (Keeping in mind, as always, that those targets are living, breathing people - not bulls-eyes.)
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March 27th, 2006 at 6:54 pm
I once had my office in a fancy office building which was a big deal since I was a spiritual entrepreneur (I started new churches…its a long story). Anyhow, when I read your last line “those targets are living, breathing people - not bulls-eyes” I had something of a flashback.
I was in the vending room one day and I listened in on a conversation that went something like this - “whenever I see someone that I think might buy our product, I imagine a $50 dollar bill stuck to their forehead.”
All I am saying is - I especially like it when you use the “target” kind of marketing speak and then add that human corrective. It’s part of your charm, and much more.
March 28th, 2006 at 8:52 am
Well, under my personal “lessons learned” I’ve found through the years that I do much better work and am far happier when I think of others as people - not potential dollars. And, folks can always tell (at least subconsciously) that someone sees them as a walking dollar sign; that predatory gleam in the eye gives the seller away every time. And, then there’s that jittery air of desperation “killer salespeople” all too often project. Makes for unhappy people on both sides of the transaction, regardless of size or type of that transaction (from buying a cup of coffee to a mega-billion merger.)
September 18th, 2006 at 9:17 am
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