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Hi Frane,
Another email? Yes, yes we know…
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The email then continued to “apologize” for bothering me…
…and segued into a pitch to upgrade my subscription.
That’s the email I got from an SaaS brand whose services I use.
And it instantly reminded me of that article – from The Atlantic – I read a few years ago…
(Title escapes me atm.)
The author made a really good point about how writers have essentially…
Given in to writing for the mob nowadays.
They’re writing bland – and sometimes untruthful – things out of fear of professional exile.
Scared shitless to say what’s really on their mind.
Well…
Marketers ain’t that far off.
(Case in point ^)
Even if I didn’t think their email was a nuisance at first…
…you just planted that seed in my head.
Congratulations!
You killed the sale before the pitch even came…
I have a phrase for this:
Timid marketing.
Just like fighting on the back foot in boxing is… well… wildly disadvantageous…
So is marketing on the back foot.
(Which the above email is a clear-cut example of.)
Never… EVER… apologize for marketing.
In fact:
I’d go as far as to say it’s IMMORAL to do so!
If you sell a product in which you believe in… which you believe can help your target customer…
Then it is your MORAL OBLIGATION to let him know – to communicate it.
Say I had a cure for cancer:
(And you suffer from cancer.)
Am I gonna apologize for contacting and letting you know about it?
But anyway…
Even if you don’t put a lot of stock into morality and/or ethics…
Timid marketing is by far one of the most unprofitable ways to go about it.
(It may even be worse than just being boring – although here you’re a wimp, AND you’re boring actually. What a combo…)
Zig Ziglar used to say that timid marketers have skinny kids.
He might’ve been onto something…
[Part of this email’s content has been removed from this Email Echoes version of it.]
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