Don’t Hype Your Way Into Your Client’s Inbox

We’re all familiar with the scourge of SPAM:  the unsolicited emails exhorting us to improve our love lives, buy cheap prescriptions, or make millions on the internet.  The exaggerations and overblown language are expected.

But the hype that I’m referring to comes from the very email lists to which we’ve subscribed.  Here are a few  examples of the subject lines which have made their way into my inbox:

“Blogs Suck” (this is an all-purpose one, I’ve seen specific marketers use this one in google ads as well, for example, Mr. X Sucks!)  Then you click through and find that this is way to get you to read a review (a favorable one) for the product.

“I must be crazy (or out of my mind, or any other term to describe insanity) to do this!”  This offer is so outrageous that not only is the marketer crazy, you’d be crazier not to buy their product.

“Read Your Email NOW, Merlyn!” Apparently this approach is designed to intrigue you enough by the sheer nerve of the command that you’ll open this email.

“I might get fired – please open ASAP” This email is invariably sent by the assistant or team of the person to whose list you’re subscribed.  This employee (or employees) is about to offer you the deal of a lifetime and you’d better get on board before their boss gets back and fires them!

These tactics are nothing new but I’m finding them more and more prevalent.  I don’t know if this is due to  the economy or because it’s harder to reach subscribers through all the “chatter”, perhaps it’s a combination of factors. 

However, most people are savvy to these tricks of the trade.  They’re put off by the hype and come-on’s that used to be solely the tactics of internet marketers.  Business professionals expect to be treated as, well, professionals!  If you’ve done your homework, then you know what your ideal clients need and want.  It’s usually specific solutions to their most pressing challenges.  They want to receive this information from a business or service professional who is authentic and looking for a longterm, mutually beneficial relationship.

So, please don’t hype your way into your client’s inbox! SMART Business Owners know the way to attract attention with integrity and professionalism. 

 

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