Archive for June, 2007

When Permission Based Marketing becomes Interruption Marketing

Monday, June 25th, 2007

Why did I just give that website my email address?

Usually this question comes up after you’ve given your email address and realize, or have that sinking feeling, that as a result you’ll probably be deleting an extra 50 emails a day. It’s very difficult to know for sure whether or not someone’s going to sell your address.

In order to reap the benefits of some websites (newsletters, white papers, e-books, etc.), it’s required that you give up your email address in order for them to send you whatever it is they’re promising. It’s the basis of permission marketing which is simply the idea that you agree in advance to have someone send you information about their products or services. In most cases it’s a fair trade. Sometimes, not so much.

More and more, at least to me personally, it seems like websites are taking advantage of the fact that in the past it’s been a fair trade. People have given their email and have gotten something of value in return. You are used to actually getting something of value, whether it be a weekly newsletter, or an e-book. If you’re interested beyond that, it’s on you to contact them.

Now, just today in fact, I gave up my address with the promise of sample chapters of a book that I was considering purchasing (not anymore). This led me to believe that the sample chapters would actually be chapters. Not a couple paragraphs from a couple chapters. Not a very good way to get me hooked, or more importantly not feel jaded.

What’s worse, in most of these cases I can expect to get at least one email a day, if not several, trying to sell me the book or their services. It’s no longer a permission based marketing campaign if you’re pissing off the people who gave you permission. How can you build trust this way? Answer: You can’t.

If you plan on using permission based marketing, make sure you have something of value for your potential clients. If you plan on marketing to them on a regular basis, don’t abuse that little bit of trust they’ve put in you by basically spamming them. It’s bad enough we have to get spam from all the other idiots out there.

Posted in Online Advertising, Permission Marketing, Viral Marketing | No Comments »

Thomas Mulready of CoolCleveland.com – Blogs, Pods and Vods Oh My!

Thursday, June 14th, 2007

Yesterday at the Lake Communicators monthly luncheon, Thomas Mulready creator of CoolCleveland.com was the speaker. I had met Thomas briefly at the eMarketing for Entrepreneurs Conference.

I was fortunate enough to have him sitting at my table yesterday. He didn’t have much time (he was the speaker and all), but we did get to talk for a minute. The gist of our conversation: it’s all in the writing. There is value in design, after all it’s part of the message. The story you tell determines whether or not they’ll stick around though.

That’s right, I said story.

Give the reader a chance to identify with what you’re saying by giving them meaning. Blathering off facts and whatnot tends to turn people off. Giving them a chance to say “Hey, I can relate to that, I’ve been there”, will grab and hold their attention.

Thomas’ presentation was fascinating and it was great to hear his story. I was personally engaged because I could identify with parts of it. It’s also satisfying to hear a consummate professional take the time to tell that story.

Thanks again Thomas, I look forward to talking again.

Posted in Copywriting, Events | No Comments »

AT&T to offer iPhone… unless you’re already a customer

Wednesday, June 13th, 2007

I’m as excited as the next guy about the iPhone coming out at the end of this month. In preparation I made a call to AT&T to see what packages they’re currently offering because I’ll need to switch carriers. I’ve been a customer of their DSL and landline services for two years now and any time I’ve needed to call them, they’ve always pushed adding their wireless to my existing package for a special rate. Until I actually want to add it.

The woman who helped me was extremely friendly and went out of her way to find out everything she could. She mentioned that with their promotions they don’t always get “the best phones”. After further investigation it looks like I’ll have to actually get the iPhone from Cingular or AT&T Wireless, (or whatever it is they want to call themselves depending on the situation) and sign up for a separate wireless package instead of packaging it together with my landline and DSL, which they’ve offered countless times before.

This whole situation makes sense from one perspective… those looking for the latest technology usually don’t care about price so they’ll buy regardless. Does it make existing customers want to tell anyone they know about what a great company AT&T is, considering they’re not receiving any benefits for being an existing customer?

In the grand scheme of things I’m not going to be losing any significant amount of money by getting or not getting “a deal”. Which on the other side of the coin means the same thing: it’s really not going to cost a company that much to make an existing customer feel like they’re going that extra mile for them.

Short term: AT&T makes more money from people like me.
Long term: I’m outta there the first chance I get – another carrier offers the iPhone and/or I actual have a choice for my DSL.

Posted in Viral Marketing, iPhone | No Comments »