Mary Schmidt Marketing Troubleshooter

Dawn Rivers Baker frequently writes about marketing - and she does it so well, I sometimes think I should simply point you to her and take the rest of the year off…(Naahhh, writing is too much fun - and I would never have “met” Dawn if it weren’t for blogging.)

Recently, she did a riff on my post re email, in which she goes on to talk about microbiz marketing in general. She says, “If the guru’s advice doesn’t work, maybe that’s because it doesn’t work. Don’t assume you’re not getting results because you’re not doing it right. And don’t assume that, just because you find them likable or admirable or good with words, your favorite guru knows what he/she is talking about.”

She also notes that, “One of the reasons why so many microbusiness owners have trouble with following marketing guru advice is that marketing gurus (the wrong ones, anyway) often tell them to do things to their customers that they dislike having done to them.”

This really hits home with me. Often, my biggest challenge in working with new clients is countering what self-anointed experts have sold them, such as:
1. Building an entire web site in images/Flash (”It’ll look GREAT! Make you stand out!” Uh-huh. How do you like staring at a black screen while something is loading, loading, loading?)
2. Making people work to get to the order form on the site (”We’re engaging and educating them!” Uh no, you’re irritating them.)
3. Relentless email blasting (If they didn’t ask for it or want it the first 11 times…you’re probably already in their blacklist anyway…)
4. Sales pitches disguised as eletters (The tiny nugget of knowledge is about three scrolls down after all the crap about seminars, services and “special offers.”)
5. “Teaser” headlines in emails and materials (which then go into a hoary bait and switch scheme, with teensy-tiny fine print.)
6. Forcing people to give contact info in return for “free” information (gotta build that lead list, doncha know?)
7. Flooding social networking sites with product pitches (”Reach MILLIONS!”)
etc. etc. etc.

If you don’t like having done to you, don’t do it to others. In marketing, the golden rule does apply. We may have different personalites and needs, but none of us wake up thinking, “Oh, I SO hope somebody tries to sell me something today!”

P.S. All of the above applies to any size of business. Treat your customers with respect and everyone will be much happier (and more prosperous.)

P.P.S. Those gurus who promise/guarantee you’ll make millions, get great results…or your money back? Read the fine print. They stipulate that you must have done everything they tell you, exactly like they told you. It’s a sure bet they’ll find a loophole in that “everything” and “exactly. ”

Related Posts:
I Hate Consultants (No, it’s not a personal problem. Really. Read on.)
Why I Have Trouble With “Expert.”

Tags: marketing, marketing troubleshooting, marketing consultants, business consultants