Ditching the pitch, part deux
About a year ago, I published the blog post below. It was a post I was afraid to write, but to my delight it generated a tremendous number of emails from people saying, essential, “I know, RIGHT? Oh my gosh, is that the only way I can get my message across??” It stimulated lots of delicious conversations about how to create marketing materials with integrity and with kindness.
I was reminded of it the other day when this happened:
I was online, shopping for a window blind to replace the one that had just given up the ghost. At a particular site I sifted through a few options, was pondering a purchase, and suddenly a popup window completely obscured my view of the page. It said, almost verbatim, “Join the xxxx mailing list and be the first to learn about our daily deals and special offers!” So far so good, right? Not being interested at the moment (hello, I’m shopping) I searched in vain for the little “X” to close the popup. I learned that the only way to close the subscribe window was with a teensy, barely visible textual link that said, “No thanks, I hate saving money.”
Deep breath. Count to ten.
Who would actually pay money for the privilege of being talked down to, belittled? Apparently someone is, because they’re still in business. Needless to say, they’ve lost my dollars. (And yes, I wrote to them and told them why.)
If you missed this the first time around, I’d love to know what you think. Take care.
“Can we just stop with The Secret you Need to get XYZ; The Successful Women Upleveling Strategies; and The 7 Steps to Having it All? Seriously. Let’s stop that. You’re implying that you know what I need; you have it and I don’t; I’m less-than without it; and only you can open the door.”
Okay. Picture this:
You’ve just received two emails, each promoting an upcoming workshop. Both sound super-useful. You believe that either one might truly help you ratchet your business or organization up to a better place. You’re thrilled you have the time to attend, but there’s a catch: you can only afford one of them.
One of the workshop promoters ends her email with,
“You don’t want to miss this amazing opportunity to invest in yourself and your amazing business! We won’t offer this again until 2022! We’ll see you there on March 7th!”
The other promoter says,
“We’d love to help you craft a business that supports you and your clients. Does this workshop sound like something you’ve been looking for? If so, we hope you’ll sign up for our next session on March 7th.”
Which do you respond to – which makes you feel like hitting the signup button? Which feels better in your gut?
This isn’t a trick question, and there’s no correct answer. But how my differing clients have responded has provided some food for thought for me this week.
The integrity thing.
I’m into integrity. It’s been one of my favorite words since I was an impressionable kid, and heard it on TV. (Yes, I was that geeky kid who had her own dictionary at 6.)
- the quality of being honest and having strong moral principles;
synonyms: honesty, honor, good character, principle(s), ethics, morals, virtue, decency, fairness, sincerity, truthfulness, trustworthiness, e.g. “no one doubted her integrity”
- the state of being whole and undivided;
synonyms: unity, unification, coherence, cohesion, togetherness, solidarity, e.g. “upholding territorial integrity and national sovereignty”
- the condition of being unified, unimpaired, or sound in construction.
synonyms: soundness, strength, sturdiness, solidity, durability, stability, stoutness, toughness, e.g. “the structural integrity of the aircraft”
Honest. Whole and undivided. Sturdy and strong.
Was that a groovy word to fall in love with, or what?
Fast forward to 1997, when I started daydreaming about a business of my own. I wasn’t sure about the details yet, but I knew I wanted to make something that was breathtakingly honorable, that let me be in tight solidarity with clients, and that was sturdy and stable enough to support me financially.
So here’s what that idealism evolved into: I get to know other businesspeople. I’m honest, whole-hearted, and strong with them and for them. I’m a careful observer of what they need in order to be happy, or happier. I have products and services that might help many of them. I try to articulate those clearly, and then provide paths for the right people to work with me. It’s good, meaningful work that makes me feel good about myself.
Yet increasingly, all around me, I see marketers taking a different tack. And not just taking it themselves, but recommending it to thousands of people as the golden ticket to success.
Is this the only way to succeed?
In a recent newsletter from author John Parkin, he pondered statements like the marketingspeak I began this post with. “We’ll see you there,” “Thank you for your patience,” and “Thanks in advance for signing up” are everyday examples. He saw this use of language as manipulation, and wondered why people couldn’t simply speak more honestly and directly.
I nodded all the way through that newsletter. True, there are folks making a bajillion dollars on products and services with this sort of manipulation. You’ll know them from the 72-point headers shouting at you about what you can’t afford to miss out on. They kindly offer reminders that there won’t be another chance to (insert action), and won’t you be sorry? They sneak in subtle or not-so-subtle rebukes of those who won’t “invest in themselves.”
We all know this type. They’re everywhere. Because it works.
It works because there are human beings out there who see nothing wrong with being spoken to in this way. We are so inured to media manipulation that it may not even register as such. It’s just business, right?
But for me, and for most people in my circles, it’s not.
Ten times out of ten, I prefer consuming goods and services from people who see me as an individual, a unique person worthy of respect, capable of making my own decisions. And pushy salespeople—no matter how famous they are, how many books sold, how many followers, how many “Likes”—are, for me, the face of disrespect.
How many of us have been badgered to sign up for a marketer’s mailing list, only to have them flood our email box with aggressive, loud, bouncy sales pitches daily . . . even several times daily. It’s as though you’re trapped in email hell with a Chatty Cathy saleperson who loves the sound of her own voice, or are stuck standing next to a carnival barker. Let me tell you about this amazing thing! Can you believe some people would pass this by? You know you need it/want it/deserve it!
In the most insidious cases marketers even use their mailing list manager’s tools to track your opens, responses and clicks, so they can—automatically—get up in your grill with nag emails: “We noticed you haven’t signed up for X yet and we’re curious why not…”
For me, it doesn’t get much more obnoxious than that.
Even a marketer’s repeated use of quasi-friendly statements like “Can’t wait to see you there!” (um, no, you might not), “Don’t wait—sign up now!” (can I finish my lunch first?), and “Thanks in advance for joining us!” (seriously?) can push me away from a perfectly good offering.
Why? Because I know these folks don’t see me. They see a prospect, with a pulse and a wallet. They see their almighty List growing by one. They see their PayPal account saying cha-ching as many times as possible in a day, starting with me. They’re on the third jab and they’re looking to land the right hook.
It doesn’t hurt my feelings a bit. But it also doesn’t get my money. It’s business, yes. It’s just one of the faces of business that I don’t feel obliged to support.
Food for thought
- When you’re out there seeking supporters, buyers, clients, and customers for your business, do you use scarcity or manipulation to “seal the deal?”
- Do you believe in a vigorously persuasive approach, using language to herd audience members into your solution rather than a competitor’s?
- Are you tempted to point out the repercussions if they don’t choose to purchase?
- Is the local online marketing guru trying to convince you that the hard sell is the ONLY way to “not leave money on the table”?
Here’s my two cents: I would offer that marketing yourself with complete integrity—and without manipulation—is a standout skillset that’s beneficial across the board, from attracting the kinds of clients you love working with, to seeing a healthy bottom line.
Your potential clients are intelligent, thoughtful, hard-working, sometimes stressed-out individuals. The carnival barkers are everywhere, so in this noisy world it can be integrity that stands out as courageous, comforting, and convincing.
In an upcoming post, I’ll give some examples of marketers that operate 100% from a place of compassion, interest, and honesty, and who are wildly successful doing it.
Thanks for listening, and remember to be “honest, whole-hearted, and sturdy.”
We love to help our clients and friends “do well by doing good.” For more ideas and support (always without the icky sales pitch, pinky swear) leave us a comment below, drop us an email, or join our newsletter list here: http://bit.ly/2vHEELy