This puts me in the top of the funnel for all sorts of products both relevant and not. All promise to make me better at my job.
In this post, I’ll walk through a few couple recent pitches and explore their effectiveness. Sales and marketing are intertwined. There’s little patience for sleazy sales pitches. Productivity trumps persistence. If you’re taking my time to show me your product, make it worth my while. I have a lot of respect for sales reps doing cold calls, demos, lead scoring and the works. It’s an intense, unforgiving business. It’s great to see more and more real pros who respect my time too.
You can probably spend an entire year demoing various products to monitor your social audience, work leads through the funnel, nurture prospects and automate yourself silly. Some of the tools I’ve used are really cool and useful by offering a closer look at your individual audience members.
The challenge for the modern marketer (aka growth hacker) is balancing the creepiness of looking over someone’s digital shoulder with the potential for helpfulness by solving your customer’s headaches.
First, I don’t mind that he sent it. I liberally share my email address with vendors to gain access to their guides and so-called premium content created to elicit my email address. (Note to self: write post about how to create premium that kills)
The problem with the email above is that it’s based on a lie: he couldn’t have left a voicemail because I haven’t set it up yet. This sets a bad tone from the beginning of my relationship with this guy. A colleague of mine also pointed out two other negatives:
- Saying “My job is to schedule your one-on-one follow up conversation” depreciates his role and creates less of a reason for me to reply.
- Thanks, Regards, … is just sloppy.
Chance of replying: 0%
In my second example, here’s a marketing email from The Daily Muse. I really like what they’re doing to make it easier to find quality career advice. The “What’s it like to work at…” posts offer a glimpse into companies that you won’t find through most branded Facebook profiles or company team pages.
The point of the email below is to get me to go to their Facebook page and like the brand. As much as I know there is value to be unlocked on Facebook for B2C and B2B marketers, this attempt falls flat at first blush.
But I’m torn on this one. At first I dismissed it as annoying and a waste of my time. I signed up for musings of the daily variety, not this. The “jab” in this email is that I’d see more of their great content quickly. Since I don’t really use facebook to find content, I have little incentive to give away my like or clutter my feed.
Also, dudes, don’t be greedy! As of posting this, The Daily Muse facebook page has 125K+ likes (from 112K in the email gif)! Mysterious forces at work here. Or just marketing genius.
Chance of clicking the CTA: 0%
Chance of trying a riff of this: 100%
What do you think of these two strategies? I’d love to hear your thoughts and tips.