Being Pleased with Your Announcement is not Enough

Read this ineffective email announcement and beware. It was sent by a local non-profit organization. Read it and see if you can decipher what they want from the receiver.

Check your interest level, thoughts and emotions as you read this. Of course that’s what you need to do before you ever send an email like this. Certain words have been edited out (substituted with xxx) to protect the guilty.


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It is with great pleasure that we announce the launch of the xxx xxx webpage on our website.

We are fortunate to have some amazing xxx in xxx who have agreed to share their views on what it means for them to be a xxx.

We are pleased to showcase these individuals who have made it their priority to instil work ethics and essential skills, by providing valuable xxx opportunities to our future workforce across a variety of economic sectors.

We invite you to read their stories and hope that you will be inspired to join the thousands of xxx, who believe that knowledge-transfer and xxx are the key to the growth of our economy and our community.To view the xxx page please visit, xxx

Thank you
Name
Title
Organization

What do they want the reader of this message to do? Do they want people to visit their webpage? If so why? What’s the benefit to the reader? If that was the desired action why was it in the fourth paragraph after four boring and send focused paragraphs?

Let’s examine the lame language in this announcement.

“It is with great pleasure that we announce”

Boring, cliché and lame. Why would the receiver of this message care about the sender’s pleasure or announcement?

“We are pleased to showcase”

Why would the receiver care what pleases the sender?

And I left the typo “instil” as it appeared.

“We invite you”

Invite might be a good word to use but the rest of this run-on sentence/paragraph is vague, confusing and boring. What does it mean “to join the thousands”? Do they want money, a signature on a petition or a like on Facebook?

This non-profit organization might end up complaining that people are complacent. I wonder if they will ever consider that perhaps, they haven’t done their homework. They haven’t learned what motivates their market and they haven’t stated their message clearly.

The message needs to be about your audience - not about you.


George Torok

Marketing Speaker

Says Who? Not Anonymous Again

Anonymous gets credit for saying many things – both good and bad. But who really knows if any of it is true?

How much faith do you place in anonymous?

If you keep receiving adoring love notes from anonymous at some point you might question the truth of those welcome words.

If you receive customer service complaints from anonymous how serious will you take the complaint?

In a court of law a person must state their name and swear to tell the truth. So when the source is anonymous why would we even consider listening?

Customer testimonials are powerful marketing tools - but only powerful if we know the source. A testimonial from anonymous is highly suspicious. Initials for the name is just a small step above anonymous.

Use a real person's name and your message has personality and becomes more believable. If you want the words to count attach a name to the words. Identify the source or remain quiet.


George Torok

Marketing Author

Business Speaker

Business Networking: Stop Working the Room

Have you approached a business networking event as another “Room to Work”? What a mistake that could be.

Some networking experts might tell you to attend networking events and be prepared to “work the room”. Stop and think about that advice. Is that what you want to do? Is that the first impression that you want to imprint on contacts in your network? That they were just “worked” by you? How would you feel when you have been “worked”?

Stop doing that. It can feel slimy to you and the people who you “worked”. And more importantly it doesn’t help build your business network.

It’s not that those misguided networking experts mean ill for you. Perhaps they are telling you what they did. Maybe they ignored or got used to that slimy feeling. That’s what often happens when one doesn’t know better or stop to think about what they are doing. They just rationalize it with mantras like, “no pain, no gain”. Sometimes slimy people are not bad - they just stop thinking or caring about how they appear to others. How can that be a good way to build a long term relationship?

RelationshipsNetworking is not about working the room or working people. Networking is about building relationships that are mutually productive over the long term.
Consider these four principles of good networking:

Networks are built on trust
Networking is built on relationships
Networking is built by connecting with people
Networking is about people – not rooms. And people don’t like to be worked

Work the Room
You might as well just enter the room – shout your name for all to hear then throw your business cards into the air – and then leave with a flourish. You worked the room and let everyone know how little you thought of them. And you did nothing to build a strong network.Sometimes the event organizers themselves are guilty of forcing you to work the room. They want to sell more events so they bully you to play their networking game. They announce their game: In the next five minutes give your business card to as many people as you can. What a stupid game. If you wanted to do that you would have been better to place an ad in the newspaper or throw your cards in the air.

Real networking is more about quality then it is about quantity. Networking is not about giving out your business cards to everyone in the room. Networking is not even about collecting everyone's business card. Yes, you should distribute and collect business cards, but real networking goes deeper than that.

Make a Better Business Connection
Sustainable networking starts with making a connection and finding some common ground. Then you work at building a relationship that can last years and build profitable opportunities for both of you. Don’t focus on the event and don’t work the room. Instead, treat the room as a setting. Make some connections and build your network by working the relationships.

The next time some "networking expert" tells you to work the room – tell them. “Don’t slime me. I didn’t come here for the room. I want to connect with people.”

Stop working the room. Instead, start building more profitable business networks by building real relationships.

© George Torok is the author of “Your Guide to Networking Success: 13 Simple Things to Build Your Profitable Network” Find more free business networking tips at http://Businesss-Networking-Tips.net To arrange for a motivational speech or training program visit http://www.Torok.com For media interviews call 905-335-1997

Get Your Guide to Networking Success

Election sign SPAM

Hello political candidates. Congratulations and thank you for running for office. Please stop SPAMing us with your "sign farms". It looks and feels like a ugly weed patch.

Permission Marketing

Place a sign on a home owners property. That's permission marketing. That demonstrates the connection that you have with that homeowner. That's strong marketing.

SPAM

Planting your signs on public property and busy intersections is SPAM. It demonstrates disregard and disrespect for the public especially when you plant a row of your signs. How did you decide to plant your signs there? Because others were there? That hardly demonstrates leadership or differentiation. That is Barketing. You're just trying to bark louder that the rest.

Curious that no one has knocked on my door to talk with me during this campaign. We're in most days. The election is only four days away.

George Torok

Marketing Strategy & Tactics

PS: Watch for my review of the lawn signs. It might not be pretty.

Election Signs: Questions & Lessons for Marketers

Do election signs win municipal elections?

And if so what is most important? Number of signs; design; mix of small, medium and large; locations…

How are the results of signs-to-votes measured? Has this ever been studied and reported?

I think there are two types of voters – decided and undecided. The undecided fall into two categories – informed and uninformed.

Are informed voters influenced by election signs? Probably not.

So, what is the impact of lawn signs on uniformed voters?

Do uniformed voters select the name on the last sign they remember? Do they select the name that they saw most often? Do they select the name from the sign on their neighbour’s lawn? Does that depend on the relationship they have with their neigbour?

It seems to me that lawn signs are targeted toward the lowest element – uninformed, disinterested and undecided. Is this the segment that decids the election results and hence our government?

If lawn signs are effective advertising then more businesses should use them. Real estate, roofers, driveway pavers and other home contractors use lawn signs. Why don’t restaurants, dry cleaners, travel agents, lawyers and taxi companies use lawn signs? When you feel like Pizza just check out the neigbours’ lawn signs.

Are lawn signs meant to create 'name familiarity'? If so, then only the challengers need signs. The incumbants are already known - if they have been active in the community during their term of office.

What’s the difference between one sign on a residential lawn versus one at a busy intersection? The intersection get’s more views but it is clearly advertising which we have been trained to ignore. The sign on the home-owners lawn signifies support and likely a vote.

The sign on public property might be seen as urban clutter or litter especially when planted alongside many other candidates’ signs. If your opponent has three signs at an intersection would your case be stronger if you planted five or ten of your signs? Is that what it takes to convince voters?

Watch for more posts and photos about election signs.

George Torok

Marketing Strategist & Tactician

Return My Call Please

Do you wish that more people would return your phone calls? Do you know why they don’t? What to you need to do differently to get more of your calls returned?

Okay. Let’s deal with one question at a time. If you are making sales calls and leaving messages then one of life’s frustrations can be not hearing back from people.

Do you wish that everyone would return your phone calls?

Not necessarily. You only want the right people to return your calls. You don’t want to waste your time with people who don’t want or can’t buy what you are selling. So those folks are doing you a favor by not calling you back. In fact your message should dissuade them from calling you back so you don’t waste time with them.

Encourage the right people to call you by leaving a message that states your unique benefit. Be clear on who you want to call and their interests.

For example, don’t leave a message that simply states your name and phone number with the message, “Call me”, “It would be great if you call me” or “I’d appreciate your call”.

Those messages are vague, rude and annoying. It’s ineffective, because there is no reason to call. Adding “please” doesn’t make it more appealing to call you.

The main question in the mind of the listener is “Why?” The second question is “What’s in it for me?” When you leave a voice message you must answer both of those questions if you want prospects to call you. The resulting conversation will already be heading in the right direction.

Consider these examples:

“For a no-obligation quote to re-shingle your roof call us.”

“Leaky pipes and backed-up toilettes are stinky situations. Arrange your annual free system checkup to avoid messy disasters.”

“How much did you spend on advertising last year? Do want a better return on that investment? Call now for a free evaluation of your advertising choices.”

“Does your business experience highs and lows? Learn how we can supply trained staff when you need it without the costs of hiring and firing.”

Add your phone number. Say it slowly and repeat it to make it easy for people to write it down.

That whole message can be delivered it about 30 seconds or less.

Notice how each message clearly defines who will benefit from your service and why they would want to call.

Do that and you will get more of the right prospects calling you.


George Torok
Power Marketing

To Undisclosed Recipients

What would you do when you receive a letter addressed to “occupant”?
Would you open the letter or trash it?

What would you do when you receive an email address to “undisclosed recipients”?
Would you open it or delete it?

Would you waste your time to learn what mass marketer considers you to be part of the unnamed masses? And would you ever do business with this organization?


An email arrived addressed to “undisclosed recipients”.

Maybe these thoughts would go through your mind:

Can’t be for me

Can’t be from anyone who knows me

Can’t be from anyone who wants to know me

Can’t be from anyone who cares about me


Maybe you recognize the name of the sender and realize that they likely are promoting their business and should know you. Then you might wonder, “Why were they so rude, impersonal and distant?”

You might wonder:

Why would they address me as “undisclosed recipients”?
How did they get my name and email address? (Clearly not with my permission.)
How do I unsubscribe from this list?

There was an attachment – but no teaser or explanation of why you might want to open and read the attachment. Why would you open it?

There was no link to “unsubscribe” from the list. Is that a violation of the SPAM legislation?

The name of the business suggests that they are in the investment business. Would you give your money to someone who violates your trust?

If you are kind enough to give them the benefit of the doubt you might consider that:

• They might be clueless about marketing;


• They might be delegating their email marketing to someone who is clueless;


• They are good with numbers but lousy with people.

Or perhaps they just don't care. Would you give them your money?

And yes I give them credit for not listing everyone's email address. However there are better options for sending email then sending to "Undisclosed Recipients".

What's your message?

George Torok
Personal Marketing

Marketing Strategist

Don't fall for this trap

“You have to be there. All your competition will be there.”

It might be the sales rep for a trade show or an advertising rep for a publication. They are trying to frighten you into to buying from them.

They aren’t offering a sure thing or any guarantees. Their value might actually be quite questionable. So they try to frighten you.

“It’s a foggy night and howls were reported last night. Everybody knows that werewolves and vampires come out this time of the year. You better buy my garlic. It can’t hurt to be safe.”

We know that werewolves and vampires aren’t real – but… you never know.

That’s how many business owners make their advertising decisions.



You don’t need to be seen with your competition. You only need to be seen as being different and more valuable.



George Torok

Power Marketing Tip 30: Beware of Barketing

Power Marketing Tip 30:

Beware of Barketing

Check your marketing for signs of barketing. Does your competition say "Buy from us. We have the best service, best price, best quality, blah, blah, blah..."

Now compare your marketing. Are you echoing the same message? If you are sending the same message as your competition, then what your prospects hear is, "Woof, woof, woof, yap, yap, yap, bark, bark bark.".

What is Barketing?
Barketing is any form of marketing that looks and sounds like "me too" to your prospects. It feels to your market like you are competing for attention by shouting louder.
The best you might do is to confuse your prospects. Duracell and Energizer batteries did this to each other with their too similar TV ads.

A barking dog is probably not your friend. Maybe your customers conclude the same thing when you bark at them. Whether you are a big dog or a small dog barking is just plain annoying. People will ignore or shut out the noise.

Often that's what prospects do when you annoy them with your barketing. It's not their job to educate you so they just shut you out.

If your marketing is only appearing to send the same message as your competition you are only annoying your prospects with your noise.

An Alternative
When all the other dogs in the pound are barking, trying to bark louder will only get you noticed for the wrong things. When everyone else is barking you need to do something other than bark. Perhaps you should "meow".

For a good example of how to say "meow" watch the recent TV ads for Mac computers. The one with the two guys, "Hello I'm a Mac, Hello I'm a PC". These ads focus on the differences between the competition. They are bold, direct, and memorable.

Meow.

George Torok
Power Marketing

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Mac vs PC Videos

Enjoy these videos of the TV ads that feature the "I'm a Mac. I'm a PC." guys.

Terrific examples of marketing by being different from the competition with your promotion and highlighting your product differences. It's creative, bold and memorable. And have you noticed that Mac is gaining marketing share?





George Torok

Barketing warning signs

Warning Signs of Barketing


As good as brand x
Clients speak of you in terms of being “as good as brand x”. That suggests that they see no noticeable difference between you. It’s a danger sign when your staff confides this to clients. Of course the death knoll is when you say it.


You choose to advertise where you competition is
The ad rep taunts you with the words, “Your competition will be there”. Your blood boils - you immediately take the bait and sign up.


Your marketing appears to be an echo of the competition
Do you design your ads while looking at the competition? Change a colour and the contact information? Might a prospect look or listen to your promotions and not distinguish between you – if not for the name?


Twins - people get you confused
Clients call you by the name of your competition. A colleague introduces you incorrectly by citing your competition’s product line. You receive prospect calls for the competition and find yourself saying “No, that’s not our program.”


Your brand is indistinguishable from the competition
Is your differentiation summarized in terms of colour? You’re the blue. They’re the gray. Do your slogans and tag lines sound similar to the competition?


You get locked in one-upmanship with your competition
They announce a 15% price reduction and you respond with an 18% reduction (and hold your breath). You hold a donut and coffee day and they volley back with a pancake breakfast. They give away an Ipod and you consider giving an Iphone.


The market is growing but not for you
New competitors are growing but in a different space of the market. They are avoiding your overcrowded customer space and harvesting more profitable specialized niches. You are so focused on your established but perhaps fuzzy target market that you ignore the newer opportunities and miss the rising threats. If you don’t watch out you might be blindsided.
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The above is an excerpt from the next marketing article for Enterprise Magazine. Read the full article by subscribing to Enterprise magazine. George Torok has been contributing a marketing column to this magazine for over a decade.
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George Torok
Marketing Myths
Marketing Speaker