The 7 Things I Wish All Marketers Would Change
As 2016 winds down, let’s all make a vow — whether you use this list or make your own, let’s just agree that we all need to set our standards higher and aim to be smarter in every aspect of our marketing efforts. To get your creative juices started, here’s my list of things I am committed to change in 2017.
1. Stop using overused words, phrases and symbols
This years’ list includes: alignment, synergistic, net-net, personalized, narrative, #, and “I’d like to add you to my professional network on LinkedIn.” Oh, and try to avoid made-up words like “braggadocious.”
2. Stop adding me to your email list without my knowledge
I spend a lot of down time over the holidays unsubscribing to newsletters, alerts, sales notices and emails that I never read before hitting the “delete” button. And, if asked why I am unsubscribing, I tell them — and yes, it’s probably because I have no idea how I got on the list in the first place.
3. Stop linking Tweets to gated content
This is a particular pet peeve of mine. Clearly you’ve written an enticing 140 character intro to a topic of interest, but if it links to gated content and I’m not a member (and membership is not free), the likelihood of my joining just to access it is extremely low. Instead, it only serves to annoy me.
4. Stop sending me money-off messages after I’ve made a large purchase
Like many, I like to shop online and often a new catalog prompts me to use a new e-tailer. But after spending big bucks, don’t send me a “welcome to the family — take 20 percent off on your next purchase.” That just makes me regret my initial purchase, consider returning my items and then using the coupon to buy again at a lower price. Instead, why not offer me a “credit rebate” based on my initial purchase amount? I’ll gladly browse again knowing I have a few bucks in the bank to spend on your site.
5. Stop selling me after I call to complain
When I call a company with an issue or complaint, I simply want to be treated with respect, concern and understanding. Once the issue is resolved, I don’t want a sales pitch for another product.
6. Stop sending me cold prospecting emails asking for a meeting
The passive aggressive tone of your email (“I’m following up on my earlier request… didn’t you get it?”) is the lazy man’s way of setting sales meetings. Oh, and you must have all gone to the same sales training class, because I get at least five a week with the exact same copy, just <<insert company name/product name here>>.
7. Stop believing that social media is the marketing holy grail
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.