Story 1: Don't Do This
I got one of those broadcast email solicitations from a very reputable organization that hosts executive roundtables. Brian (a stranger to me) wanted me to attend an informational meeting. To his credit, he "had me at hello" with the very first lines of his email, which were both personal and complimentary: "Andrea, let me first say I LOVE the name of your company and the genesis of it...the 'new beat' story. Outstanding!"
"Wow," I thought, "He's taken the time to find out about BossaNova and make a personal connection to me. He gets me! He likes me! I like this guy!"
What followed was a directive to "Read on" with a photo of a jubilant baseball team and the assertion that "There are lessons you learn in Baseball that can apply to business leaders like YOU once you understand their importance and their impact" (with a bulleted list of those very lessons). His call to action at the end of the email was aggressive and impersonal.
Brian had me right off the bat and lost me soon after. I have nothing against baseball-not at all. I'm just not much of a sports enthusiast and, truthfully, get tired of the male-oriented metaphors. Brian's very personal appeal followed by his very impersonal (and misaligned) form letter was a particularly lethal combo. Now, not only am I a "no" for the information session I was invited to, but I have an attitude about both Brian and his organization to boot. Three strikes, you're out.
Story 2: An Approach to Emulate
A few weeks ago I was surprised by a knock at the door-an unexpected delivery of baked goods from a local sweet shop. The package included a hand-written note from Kacy, the office organizer I had hired exactly one year before. The sweets were to commemorate my first anniversary in my new home office, with a reminder that she was available should any lingering piles be in my way, and a request to tell others about her services if I was so inclined.
I immediately logged onto Facebook (well, by "immediately" I mean right after I had a cookie) and posted kudos for Kacy, along with a link to her web site. I sent her an email to thank her for the unexpected treat, alert her to the free Facebook advertising, and acknowledge her for the lesson in great marketing. She wrote me right back to thank me, saying, "I'm so glad you like them! I never know if someone's going to be out of town or unavailable, but it always works out. In my client list, I have a column where I note the dates of our last sessions. Once a month or so I run through those and send the goodies out!"
The sweets hit the sweet spot, for sure, far more so than being hit over the head with a baseball bat. Maybe Kacy got lucky with her choice. Although it seems to me she could have sent me anything (even one of those giant foam fingers) and the good feelings from the unexpected personal acknowledgement would have prevailed.
A Plea to Marketers
The two anecdotes aren't apples to apples-different relationship histories, different communication media, different calls to action. That said, I find them both illuminating.
To all marketers out there (including myself), here's my plea:
- DO make it personal
- DON'T use a personal tactic to get someone's attention and then switch to a more generic approach
- DO find creative ways to appreciate the people who have given you business in the past
- DO use the element of surprise
- DON'T be afraid to ask for more work or for referrals.
The moral of the stories: Intimacy is a powerful tool in business. Use it wisely, especially with strangers. Mix it in with a little unexpected generosity and you'll hit a home run.