Are your presentations and seminars thinly disguised pitches for your services?
When you phone up contacts and ex-clients, is it only ever when you want them to hire you or refer you?
Are your articles and blog posts mainly teasers for the “real stuff” which people have to hire you for?
When I meet you at a networking event do you hit me with a cleverly constructed elevator pitch designed to grab my attention and interest in how you can help me?
Take a minute to think about your marketing and business development practices.
Don't just read on to the next sentence. Think about which of them create value for your clients and prospects in and of themselves. And which are simply you promoting your services.
Lots of the latter and not so many of the former? Then your marketing is the real-world equivalent of spam.
An unsolicited, unwanted, annoying interruption.
Am I being a bit tough here? Setting an unrealistic standard?
I don't think so.
The bar is raising all the time for marketing. Each and every one of us is getting less and less tolerant of being interrupted and sold to.
So when we're the ones doing the marketing, we need to keep up.
We need our marketing to inform, educate or entertain in areas that our clients care about. Preferably all three. Just “getting your name out there” is no longer good enough.
This post was inspired by the discussion on copywriting headlines on Lindsey Donner's How to be Amazing at Everything blog post.