Over the past few months, you've no doubt received countless e-mail newsletters filled with any number of cleverly-worded sales pitches about how this product or that service is the answer to your depressed-economy prayers. And, while there are certainly many opportunities to be had by forging ahead in the face of economic woes - especially when many of your competitors may be retreating - it's also important to remain focused on the tone - and frequency! - of your message. When the playing field is empty and you're standing proudly on the 50-yard line with all eyes on you, what you say, how you say it - and how often - is more important than ever.
Recently, we've noticed an interesting - ok, annoying - pattern with one company in particular whose e-mail newsletter we receive. While diligence is an admirable trait in marketing and branding, like most relationships, there's a fine line between love and hate.
While guilty parties shall remain nameless, suffice to say that the offender is a well-established and successful organization whose opinion we generally respect and consider relevant in their area of expertise.
However, over the past several months, the frequency and transparency of the messages we've received seem less like a valuable offer-we-can't-refuse than thinly-veiled, self-serving desperation. Worse yet, many of the messages seem sorely out of touch with the difficulties a lot of companies are facing just to keep their heads above water. In the same breath, the message reminds the recipient of the tough times they are surely enduring, then promptly offers a solution by way of a $99 webinar on how to get through the rough spots until the economy bounces back. Anyone else smell contradiction and bad timing?
In this example, instead of seizing the opportunity to be a knight-in-shining-armor to their audience by actually trying to help, the message comes across more like a mugger knocking an old lady down to steal her purse.
Why not look at the big picture and realize that the hard sell is not always the way to go, particularly when people are already struggling? By offering information of value at a time when people need it most, an opportunity exists to generate goodwill and trust between the company and its target audience. Trust goes a long way in influencing people's buying decisions, especially when times are tough.
What could you offer to your customers or subscribers now that may make their lives and jobs a little easier? A set of tips on how to make a better impression with new prospects? A list of industries that are faring well in spite of the economic storm? A quick computer trick that will save time on repetitive tasks? Consider the specific challenges of your audience and offer to help. In addition to lending a hand at a crucial time, you're also reminding those readers that you are an expert who understands their specific needs. And, when the economy bounces back, you'll be top of mind with plenty of karma on your side.
Related Reading:Permission Marketing: Turning Strangers Into Friends and Friends Into Customers
