The Meanness of Strangers
The link between sales and marketing is undeniable. So I think it's time that working adults accept that their communications behavior—whether in email, on the phone or online—is a direct reflection of the brand they're representing. And if you're rude to me, I don't want to do business with you—ever.
I first noticed bad behavior in an email. It was from a person I didn't know, so I didn't feel compelled to open it or read it. And, if I did, I certainly didn't feel that I had to acknowledge receipt by responding, even to express my disinterest in the product/service.
I guess I deleted his emails from my in-box several times, because his fifth attempt got a little contemptuous.
"I made you a pretty incredible offer on a really good video 3 or 4 times over the past
couple of months, but you never responded ..." he complained, "I NEED TO HEAR BACK FROM YOU NOW." (Yes, it was all in caps).
I admit I hit the "Delete" button without a moment's hesitation. I resented being shouted at by this stranger. And needless to say, if I needed to produce a really good video, this would NOT be my go-to guy.
The next event was a little more irksome. I was interested in a LinkedIn Discussion Group topic on the World's most awarded print ad. By the time I joined the discussion, 55 people had already commented before me, and the comments had turned to the relationship between ad creativity and sales. Participants were musing as to whether great creative (as defined by all the awards it won) should be considered great if it doesn't generate sales for the product.
As an ambassador for the DMA's Echo Awards, I chimed in that the Echo Awards celebrate the combination of strategy, creative and results. And in my book, it's the most meaningful award because it acknowledges the difficult and creatively brilliant ways marketing folks are able to position a product in a meaningful way that drives measurable results. I thought it was a fairly innocuous comment, but apparently not.
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.