Tuesday, December 19, 2006

Marketing 101 - Add Value

Mark Gibbs of Computer World Canada wrote a great editorial called "Unsubscribe me now!" in the Dec 8th issue. The gist of the message is he wanted no unwanted newsletters and more importantly, no newsletters speaking of personal things like exercise schedules etc. He brings up a very valid point on the noise on the net and asking for permission before sending marketing messages.

One of the things I like about blogging is it is voluntary for the reader to read. Most of my readers do not subscribe (but it is easy to do by just scrolling down and putting in your email list). Most just visit it on their own while surfing. So it is not intrusive.

The challenge for marketers is to cut through the noise. To not irritate but still get peoples' attention. This is increasingly the question marketers have to answer - how. In a word, the way to do this is to add value. The following are 5 ways to add value in marketing.

1 - People will read your stuff if it makes them money or saves them money.

2 - They will read it if it inspires them to do something they want to do.

3 - People will read if they can learn something.

4 - Be fast. Yes - this blog is a lot about time management but even without that thrust, people lack time. So be fast.

5 - Add humour or as the Americans say add humor. Laughter adds value.

In short, people will read if they can benefit. They listen to WIIFM - Whats in it for me. So think when you market - what is the benefit for the reader?

Now I better go and subscribe Mark to my blog, he might want to know about my workout tomorrow.

4 Comments:

At 10:55 AM, Anonymous Chris Knight said...

Mark is missing the human interest element of any good communication. He should read "SOCIAL INTELLIGENCE" by Daniel Goleman because then he'd understand that we are all wired or designed to want to connect with each other... and without that connection, there is a loss of interest or audience engagement.

Seriously Jim, if you didn't insert mentions of your physical fitness pursuits, you'd lose many readers who are personally interested in you and your life specifically. I bet many consider you and this blog a mentor to them. :-)

 
At 2:43 PM, Anonymous Kevin said...

Chris I disagree with your statement.

What I think Mark is referring to in his article is the unsolicited emails that many of us receive. Many of us are overwhelmed with telephone solicitations or spam emails which are generally not designed to create a social connections. They are designed to sell me something.

With over 90% of emails today being spam, people are becoming disillusioned (sp?) with this form of communication.

Personally I want to be in control of my social interactions.

Give me the ability to find my information and make my own decision as to whether I want to connect with a company or business.

 
At 7:32 PM, Blogger S. H. Southern said...

Jim,
I absolutely agree with your five points on adding value in your marketing. I’m the southern Ontario Franchise Owner with Parmasters Golf Training Centers. We’re B to C, not B to B. And we focus on high leverage direct marketing approaches.

That said, virtually all of our B to C approaches use items 2 through 5 in your list: inspiring, learning, quick and humourous.

I’d also note that we consistently achieve a 10x return on our marketing dollars. (Most people don’t believe me.) If we spend $1, we expect and achieve $10 in the till, first purchase. That “first purchase” piece is critical. It comes back to SMART goals that you’ve mentioned and specifically of course the M and the T: Measurable and Timed. We don’t measure the value of customer/member over the lifetime of the relationship. We seek and achieve 10x measured on first purchase.

Stephen Southern

 
At 12:27 PM, Anonymous Chris Knight said...

Hey Kevin,

Unfortunately, I won't register to read the full article by Mark Gibbs, so therefore I really don't know what Gibbs wrote.

ITWorld Canada is missing the big picture with their silly requirements of forcing users to register to read content.

...but I will agree that permission-based marketing is the ONLY option and that most companies screw this up big time.

 

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