Go Hang Off of a Billboard “Naked” During Rush Hour Traffic!

Posted On January 11th, 2010

This is a continuing series of posts of my top 8 New Years Resolutions for IT Marketers.  This is part 3 out of a 4 part series…  If you haven’t read them yet, make sure to check out Part I and Part II from last week.

New Years Resolution #5:  If you’re going to pick the lock and steal the treasure map, use it!

Here’s an all-too-typical example of what I’m talking about… 

A marketing campaign was e-mailed to me for critique from a long-standing member (who, by the way, should know better both about the campaign which I’ll explain in a minute AND e-mailing me something important, expecting a response). He’s perplexed as to why he’s getting no response from his campaign when he’s “using the strategies exactly as I teach.” Except…

He’s sending a postcard instead of enveloped mail using the sneak up approach. Except, he’s mailing a cold list without scrubbing it first.  Except, the postcard has no testimonials, no headline and doesn’t SELL the free audit.  Except that despite the fact he’s mailed the list before, he’s only mailed the same offer once, and mailed the other offers about a month later, not referencing the first, building no urgency to respond, no deadline and confusing the prospect with a different offer each time. Except, except, except. Other than that, he’s following my strategies exactly as I’ve taught them.  Now I’m not beating up on this poor fellow because I give him credit for taking action and trying…also for reaching out to us when things are going pear shaped…BUT it does need to be pointed out because I see so many other members making these same mistakes. This is like having the plans for baking a cake, but you leave out the eggs, cut the flour in half and bake it for only half the time, then wonder why you have something that looks like a flat uncooked pancake instead of an award-winning chocolate cake. Look, learning new skills takes time and practice and you can’t do it half-way. If you want to generate the same success as someone else, you have to model their behavior and actions to a “T,” not just doing what is convenient, easy or agreeable to you. Vary from the process even a little bit and you’re not going to get the same results. Read full article and comment →