Tag: advertising

Outreach

FabrizioLeave a comment

I was checking your profile today, I was impressed.

I noticed that we both work in marketing.

I think it’d be great to be connected here.

I am sure none of the people who have reached out using this opening would be connecting to someone using the same. Yet, when we are on the selling side, when we have something we care about that we want to share, when we are confident that our solution will really be the best option, or even when we just have to send out 1,000 message per day, we forget the basics.

A good place to start from when crafting a cold message is: what is an opening that would make me want to know more?

If you look at your sequences and are honest with yourself, it will be the opportunity for you to change approach. And perhaps increase your key metrics.

Be the guide

FabrizioLeave a comment

If you want people to listen to you, use their own agenda, their language, their motivators.

If you want people to act, show them yourself.

If you want people to change, help them reflect and find their way.

There’s this idea that bossing people around is effective. It’s only partially true. You might get people to listen, to act, to change by commanding them, but that’s never going to stick.

They are the heroes to their own story. At most, you can be the guide.

More than

FabrizioLeave a comment

Customer service is more than answering customers’ questions and complaints.

A community of users is more than setting up a forum where they can communicate with each other.

Customer focus is more than interviewing your customers on a regular basis.

Customer experience is more than asking customers how likely they are to recommend your brand.

And yet, that’s where most companies stop.

Easy to copy

FabrizioLeave a comment

To promote a new grocery delivery service, you can talk about how fast it is, how easy to use it is, how convenient it is.

Or you can build a community around unique recipes, with ready-made ingredient packages available for purchase, a weekly menu-planner that takes allergies, calories, habits, and personal preferences into consideration, and some way for the users to contribute (pictures, comments, own recipes, etc.).

Of course, if you can leverage both, that’s fantastic.

But things like fast, easy, and convenient are easy to copy.

Not capable

FabrizioLeave a comment

When a platform welcomes hatred, harassment, violence, disrespect.

Why should you spend time on it?

Why should your kids spend time on it?

How can we possibly glorify it?

What makes people invest money on it?

The point, there’s a choice to make. And we seem to be consistently not capable of making the right one.