This morning I was browsing the Internet for a particular item. I stumbled onto a website I had never visited and was given the option of purchasing as a guest or creating a free member account. I opted for 'guest' since all that I needed to provide was my email address and I quickly added the item into my cart. As I proceeded to checkout, I realized that the cost of shipping would be almost as much as the item, and I logged out.
Less than five minutes later, a marketing email was already waiting for me in my inbox from this company. The email offered the 'deals of the month' and other assorted less than needful information.
I scrolled directly to the bottom and hit 'unsubscribe.'
This is what I call 'Grabbie Marketing.'
Shortly thereafter, I received a phone call from a service provider that I have not used in two years. I was not dissatisfied with the service, I had just lost track and not realized that so much time had lapsed. The person on the phone was pleasant and had my file handy. The last date of service was shared with me and I was kindly asked if I wanted to schedule? The phone call was brief and the bottom line is we hung up with an appointment scheduled.
So, what was different with these two interactions?
And how did the two interactions make me feel differently?
1.) No relevant information
2.) No value to me
3.) No connection
4.) I felt like this was simply an attempt to grab my wallet
The phone call:
1.) Relevant information - My file was ready to provide detailed information regarding previous service appointments.
2.) Value - I was reminded of a needful service and was offered the ease of scheduling
3.) Connection - A phone call from someone that was upbeat, friendly, informative and to-the-point.
4.) I feel like a valued customer.
The next time you offer marketing material, pause to consider:
1.) Is it relevant to this person?
2.) Will it provide value?
3.) What form of connection (phone/email/direct mail/text/visit) would be most beneficial?
4.) What do I hope this person will feel after this interaction?
This phrase may help you remember these key points: Feel the connection of relevant value.
For me, Grabbie Marketing is a huge turn-off.
My most responsive style of marketing is akin to a guide. In my opinion, helpful marketing is like a friend that escorts me through the process.
What about you?
What is your most responsive style of marketing?
Artice written by Maria Sapio, licensed real estate agent with Berkshire Hathaway HomeSale Realty Carlisle, PA.
- Looking forward to hearing your thoughts on my post and to discss your specific real estate needs. mariasapio.com