Do you recall buying anything through an email that you know is spam (or from someone whose name starts out with the letters s-p-a-m)?
I guess not.
And yet, most people’s Marketing plans revolve around the thought of spamming the eyebrows off anyone and anything with a pulse.
This is what they dream about at night, think about whilst having breakfast, strategize about whilst in the shower (with their brains soaked with shampoo, water and devious ideas). And it’s what they discuss with their Dogs whilst taking them for a walk.
Yet, they never stop to wonder why none of their junk emails have converted into a million bucks (or even half a penny for that matter).
Despite all their ill-intentions, and their evil agenda to take over every inbox in the World, these spammers are guiltier of “idiocy” than anything else. That’s because centuries ago, when people used to rely on birds and squirrels to send and receive emails, a bunch of Internet Marketing folk decided that “spamming” is the way forward. They then spread the news across the web to other normal folk, and encouraged them to spam the whiskers off every inbox they could find. And that’s precisely what they had been doing since.
But after making a full recovery from that internet zombie apocalypse (where the brains of numerous individuals across the globe were eaten virtually by these soulless spammers) people have now become smarter and better with their buying decisions. That’s at least until they walk by a candy store.
So, what does this mean for spammers?
It simply means that the “spam and run business model” no longer works on anyone who isn’t completely stoned or drunk. But the bad news (for spammers) doesn’t stop there. There’s also been reports of numerous reports of spammers been “spammed to death”, where the perpetrators are said to have collapsed on the floor within seconds of seeing the amount of spam they had received from the night before.
Now, step over into the winner’s circle (and away from that icky inbox spam)!
The basic rule to Modern Day Marketing (of any shape, size or height) is simple: People buy from people that they like and trust. And they make their buying decisions based on the “value” they receive (or are likely to receive) from the seller. That makes the business to consumer relationship even easier for companies, individuals with expert knowledge and products that have a preexisting “brand recognition”, because email becomes an easier and reliable way of reaching their audience.
It also makes the marketing arena a fair playground for those who provide “genuine value” to their audience. I’m talking about the Ladies and Gents that don’t hit their readers with “buy now” buttons at every street corner and subway entrance. And are not afraid to jump in front of a camera to let the World know that they are not robots with cardboard masks.
Now, if your business is based around “personal branding” and services, the way to win someone’s heart to the point of them being willing to get down on one knee to… hit the buy now button, is to overload them with great value every chance you get.
If on the other hand, your business model is a straightforward “product based” business, your sales would be dependent upon the perceived value that you’re bringing to the marketplace. A little bit of “exposure” and some “good copywriting skills” wouldn’t hurt either. For a good book on copywriting skills try Dan Kennedy’s “Ultimate Sales Letter”. There’s also “The copywriter’s handbook” by Robert W. Bly.
