Never insult your audience’s intelligence and other lame tricks…
“It seems to me that there are two kinds of trickery: the ”fronts” people assume before one another’s eyes, and the ”front” a writer puts on the face of reality.”
Francoise Sagan 1935-, French Novelist, Playwright
The trickery I’m addressing here it the latter. ‘The face of reality’ as Sagan puts it.
I’m talking about the cheap tactics that marketers use these days to increase conversions and open rates on their emails and messages.
Do any of these message headings look familiar?
- Broken link, sorry here it is again
- Oops, try this new link
- We messed up, new link to bonuses here
If you’re critically minded and want to check the authenticity of these headings – simply find the previous message that the sender sent and click on the link. 99.9% of the time you’ll find that it works perfectly.
It then becomes obvious that they sent the second message in an attempt to increase their message open rates.
The problem with this is, the same person will send this self-same message on every other mailing they send. Within no time at all their audience will assume one of two things.
- The sender is an incompetent fool and not someone to do business with.
- The sender is a scam artist who’s willing to stoop to any level to get your attention.
The long term result – the sender loses credibility.
This is the difference between a tactic (short term approach) and a strategy (long term plan).
My work on LinkedIn involves me working for clients to build their following and connections and sending out messages to their “Target Market” at a rate of 100x’s a day. I have a strategy that is congruent with the market/niche my client belongs to. The messages I send are crafted in such a way that they neither insult, nor deceive the receiver. My motivation, as mentioned in the previous article here is to demonstrate a genuine interest in connecting and building a long term relationship that eventually develops into a mutually beneficial business association.
I’m in it for the long haul and view everything I do as part of an appreciating asset. That’s why it is so important to avoid lame tricks or anything that will insult your audience’s intelligence.
Another tactic that seems to have taken root within marketing circles is to make ridiculously exaggerated claims in order to grab the reader’s attention.
When you craft your next message title or email heading – read it out loud and ask yourself. “Does this communicate confidence?” If the reader senses that you know what you are doing – you are half way to them reading more. However, if the reader senses that you are a tactician and trying to deceive or make crazy claims, they’ll move on and no number of follow up ‘Broken link, sorry here it is again, Oops, try this new link or We messed up, new link to bonuses here will ever recover the damage already done.
There are 1000’s of marketers out there vying for your attention, learn from the ones who use their intelligence and not the ones who insult yours.
Finally, take it one step further. Click on their email and unsubscribe from their mailing list. You’ll save yourself a heap of time looking through the eyesore of message headings and help to avoid picking up bad habits.
I’m hopeful you gleaned some wisdom from this short article. I would invite you to please visit my NEW LinkedIn “Done for You” service … to see more on what I do and how I can help you go here: http://linkedin-lead.ninja/how-it-works
Linked Lead Ninja | Dynamic Marketer