Mary Schmidt Marketing Troubleshooter

I just got another one of those “Re: Fw: Re:” emails, followed closely by one with “please see attached agenda.” Aargh and yargh. Of course, “everyone” knows that the subject line should be descriptive and that attachments often get lost in the spam shuffle. Yet, I still get such things, as well as ones with nothing in the subject line. They want me to read these? Uh, maybe, if I have nothing else to do today.

Bottom Line: The more you make people work to get “it” - the more likely they won’t bother. This applies to all types of (marketing) communications. Emails. Brochures. White Papers. Web sites. Snail Mail. Media Promos. Anything you do to pitch yourself, your product or your organization.

Here’s a quick five-point KISS (Keep It Simple, Sweetheart) list:

1. Email - Get to the Point! (and above the fold) Put the why, where, when, how, who details in the body of the email. That way people can get it right then, and you’re much more likely to see them at your meetings and/or get the requisite action.

Whoa #1: You can always attach more detail if really needed, but first ask yourself, will this be valuable to the recipient? And, unless it’s a working document, the attachment should be in pdf format so what they see is what you meant. (Better yet, for working documents, get some collaboration software so everyone can grok and rock without losing track of versions.)

Whoa #2: A simple one-page meeting announcement or agenda should never be an attachment. (We’ve all seen the logos and “shaking hands” clip art before, thank you.)

Whoa #3: If you’re beating your brains out trying to get past your “subscribers” spam filters - maybe what you’re saying ain’t all that great. Spend the money elsewhere. (Customer service, anyone?)

2. Brochures & White Papers - Prose by the Pound! In surveying the field, one could easily assume marketers get paid by the pound. Sure, some people want to know everything about your market, product, and company, but not usually on the first go-around (and if they do, that’s because they’re your competitors.) And, does anyone other than me actually slog through 30-page white papers? (I only do it when doing competitive analysis for clients.) Now, some of them papers are right purty, but they’re all company ego and no customer value.

3. Web Sites - Once More, With(out) Feeling. The more you make people click to get to what they want, the more likely they are to go away. That way cool video introduction on your home page? They don’t know you. They’re not your mother (and the web page ain’t going on her fridge door.) They want information now. Just One More Click to your call to action? Sorry, they don’t care.

4. Snail Mail - Make ‘em Look. Forget the long letters filled with eloquent pleas and validating data. Send a postcard with something interesting. And, you don’t have to cram everything about the plea, company, or offer on the card. Give enough info so the people can act easily. Non-profits - are you listening? I love Habitat, and I throw away your letters (and most of the newsletters) unopened, so you’re not moving me up the donor food chain.

5. Media Kits - Cute Don’t Cut It. The more you spend on cute tchotkes and creative packaging - the more likely it’ll end up being given to the editor’s or reporter’s kids (or ga-chunked into the charity bin.) Remember, the media is bombarded with stuff. And, if they do open your box, what then? Is the story sufficiently compelling? Is there anything in there that connects with the person opening the box? Unless you’ve got a bazillion dollars and a fully integrated marketing plan with multiple tactics - you’d be far better served by spending some quality “personal relations” time with key editors and reporters. Give ‘em something they can use.

And, do I really have to tell you to can the “innovative solution” PR speak in your press releases? Nahhhh.…”Everyone” already knows better, right?

Related Posts:
Lost/Missed Customers? Maybe You’re Scaring Them!
Avoid Alphabet Soup
“I’ll pretend I didn’t know”
Tiny Points = Huge Change

P.S. All communications is essentially marketing, right down to customer invoices.

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Tags: email, email marketing, marketing, marketing troubleshooting, public relations