Please Unsubscribe Me

By Posted in - Internal Communications & Media Relations & Public Relations on November 10th, 2011 0 Comments

One of my very least favorite things in the business world is people who add my contact information to receive unsolicited information, online newsletters, email blasts, etc.  I realize that this is not one of the top injustices in the world, and things could be worse, but please indulge me for this blog post.

I have removed connections from LinkedIn because I realized that they only added me to get my contact information – and to mercilessly blast me with information that is neither interesting nor relevant to me.

Case in point: I recently received the following in my email box, which is a workshop lead by a “mommy trainer” that focuses on how I can “apply balance and forethought” to be a more effective parent.

For those of you who are not aware, I do not have children.  

  • Slight oversight?
  • Kind of important information to know about your target audience, especially from a self-proclaimed “mommy trainer?”

Perhaps.  

Here’s more:

Excited about it – love what I do and leading workshops like this is one of the things I thoroughly enjoy. Would mean a lot to have you join me for this one. Also if you can help me with word of mouth by passing this information and registration form to anyone you know that might be interested in attending. Details are on the form but feel free to e-mail or call with any further questions or if you have any ideas of how I can get the word out even further.

Not only does this person not do any homework to make sure I am, in fact, someone in her target market, this person then asks twice if I can help spread the word.  Um, no.

While reading Scott Stratten‘s book “Unmarketing,” he asks the question, “Why do we market to people the way we hate to be marketed to?”

The answer, in my honest opinion is that (for the most part) people are lazy.  When given the opportunity, most will take the easy way out.  It’s a heck of a lot easier to just get people’s contact information and annoy the masses – for the chance that you pique one person’s interest.

A better way for the mommy trainer?

  • Work to develop relationships with moms
  • Listen to their concerns
  • Create workshops tailored to their concerns
  • Host workshops that focus on addressing their issues, thus establishing expertise

Even though this is more leg work, will take more time and will even probably cost more money, it pays to establish real relationships with those who you are trying to market to.

Thoughts?  Would love to hear from some of you out there.

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