Aloha Small Business ‘Ohana,
I’m not feeling 100% and when that happens I tend to have a decreased supply of patience. This post will likely reflect that.
I received a DM on LinkedIn from a 3rd connection entitled “Gift from my 5-year old daughter” and the note began as follows:
“I attached some art my daughter made for you. She heard me talking to my partner about how I though you could be a great fit for my company’s services and she went to town (don’t ask me how she got your picture).”
Then the sell happens and the ask, ending with:
“P.S. Either way, please let me know what you think of the art project (I promised I’d report back).”
This is fourth time I’ve received this message from different people over the past few months. The first time I received it, I was hit up by two different people on the same day, with the same drawings. In case you’re wondering, I did not think it was cute. I have zero connection to this person and they are supposedly sending me something from their child? Huge disconnect.
This is why marketing gets a bad reputation
I found this tactic so off brand, it’s part of why marketing gets a bad reputation. Maybe if you were an early education or elementary school art teacher it would make sense….if that’s the services you were selling to me.
This is pitching Virtual Assistant services to act on behalf of my company. No thank you.
This is an example of how marketing tactics are executed without a solid marketing foundation, without a clearly defined direction. Ultimately, this tactic creates noise in the marketplace instead of value.
That’s exactly how you lose prospects
Now what if they had a strategy to go after solopreneurs who are actively involved in their elementary-aged children’s lives?
What if one of the benefits was to enjoy the flexibility of being an entrepreneur so you can play with your children during part of the traditional work day (because you have a VA who does the busy work for you)?
Now we’re starting to get somewhere.
So please, before you execute your next marketing tactic, please have a strategy behind it.
The first thing I suggest to all of my clients is a Core Mission session. In just 2 hours, you’ll walk away with clearly defined Core Values, content topics to build your brand awareness and identity, and a Purpose-Driven Mission statement to guide your business.
Sign up and get clarity. It’s time to transform your marketing. Your prospects will thank you for adding value instead of noise to their day.
Alexis Rago, the Big Kahuna at Marketing Mana, wants small business owners to enjoy the benefits of entrepreneurship by owning your time and your choices, without asking permission. Alexis coaches and consults her clients in marketing using a unique and proven methodology that connects you with your business and your ideal client, saving you time and money in your marketing efforts.
Marketing Mana offers one-on-one sessions, group workshops, and online courses for small business owners ready to grow through marketing. Alexis is a frequent speaker and panelist at various events, sharing her marketing expertise. Small business owners find tremendous value in Alexis’ expertise, structure, accountability and immersion as they do the strategic work to build a marketing foundation based on Core Values, Purpose-Driven Mission, branding and differentiation. Clients feel challenged, supported, and comfortable with Alexis as their coach and enjoy a higher marketing ROI because of her knowledge, experience, passion, energy and customer-centric marketing strategies.
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Image courtesy of Larissa Degen
