Thursday, February 25, 2010

To Undisclosed Recipients

What would you do when you receive a letter addressed to “occupant”?
Would you open the letter or trash it?

What would you do when you receive an email address to “undisclosed recipients”?
Would you open it or delete it?

Would you waste your time to learn what mass marketer considers you to be part of the unnamed masses? And would you ever do business with this organization?

An email arrived addressed to “undisclosed recipients”.

Maybe these thoughts would go through your mind:

Can’t be for me

Can’t be from anyone who knows me

Can’t be from anyone who wants to know me

Can’t be from anyone who cares about me

Maybe you recognize the name of the sender and realize that they likely are promoting their business and should know you. Then you might wonder, “Why were they so rude, impersonal and distant?”

You might wonder:

Why would they address me as “undisclosed recipients”?
How did they get my name and email address? (Clearly not with my permission.)
How do I unsubscribe from this list?

There was an attachment – but no teaser or explanation of why you might want to open and read the attachment. Why would you open it?

There was no link to “unsubscribe” from the list. Is that a violation of the SPAM legislation?

The name of the business suggests that they are in the investment business. Would you give your money to someone who violates your trust?

If you are kind enough to give them the benefit of the doubt you might consider that:

  • They might be clueless about marketing;

  • They might be delegating their email marketing to someone who is clueless;

  • They are good with numbers but lousy with people.

Or perhaps they just don't care. Would you give them your money?

And yes I give them credit for not listing everyone's email address. However there are better options for sending email then sending to "Undisclosed Recipients".

What's your message?

George Torok
Personal Marketing

Marketing Strategist


Monday, February 22, 2010

Don't fall for this trap

“You have to be there. All your competition will be there.”

It might be the sales rep for a trade show or an advertising rep for a publication. They are trying to frighten you into to buying from them.

They aren’t offering a sure thing or any guarantees. Their value might actually be quite questionable. So they try to frighten you.

“It’s a foggy night and howls were reported last night. Everybody knows that werewolves and vampires come out this time of the year. You better buy my garlic. It can’t hurt to be safe.”

We know that werewolves and vampires aren’t real – but… you never know.

That’s how many business owners make their advertising decisions.

You don’t need to be seen with your competition. You only need to be seen as being different and more valuable.

George Torok