Every two weeks, I receive an email from a legal staffing vendor. Each time I receive it, I deleted it. Each time I went through that short process, I was annoyed. Today, I finally unsubscribed. It is highly unlikely I will ever choose to do business with this company, and the annoying blast emails, which send me information I don’t want at a time I don’t want it, will be one of the principal reasons why. I have to believe that the company did not intend to trigger this reaction: to the contrary, they probably view these emails as an important part of their marketing. But I also have to believe that my reaction is not unique. But I am not writing to tell this story–instead I am wondering what lessons I should learn about my own marketing efforts.
Here are my top lessons:
1. As enamored as I am with our story, the prospective client doesn’t care about our story. He or she cares about his or her issues.
2. Talking about "us" is not useful–it is counterproductive.
3. Selling solutions is much better than selling pieces with the idea that the client will assemble a solution.
4. If my goal is to get on someone’s radar screen, my outreach has to be either useful or funny. Serious and sales-y, not so much.
Now, to put those lessons to work.