Old Marketing Tricks


"Yes, it's an old marketing trick to "accidentally" make a mistake in an email campaign so you can resend an email shortly thereafter to increase the number of times people see your message."

This was the lead message in an email I received recently which included a correction to information which I had indeed received a couple of hours before.

Making a deliberate mistake is a darn poor excuse to get into people's inboxes. Making ANY mistake doesn't reflect well on you, deliberate or not.

Do your marketing well and you won't need to resort to tricks. And you won't need to fix mistakes.

If a *real* mistake happens, here is my advice about how to deal with it. Let's avoid those made-up mistakes completely.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Content Ideas for Consultants - Getting Started (Part 1)

Image
Just this week I heard it again: “If I start a newsletter, what would I put in it?” While I can think of lots of content ideas for just about any business owner I meet, it’s not so easy for everyone. In fact, it wasn’t always easy for me either. It gets easier, and you get better, with practice. For consultants, there’s an added bonus to spending time creating marketing content and that's learning . Benjamin Franklin said, “There is no better way to learn than to teach.” Sharing valuable content is teaching and, when you’re creating content for your blog or newsletter, you’ll also be doing research, checking assumptions, and developing opinions . If you’re a new business owner, or new to developing content, finding a place to start might feel like picking a needle out of a haystack. In this series of posts, I'll explain how to get started and accomplish other goals, too. Build Your Confidence Since confidence comes from writing about what you know , start with crea...
Keep reading »

How to Publish a Newsletter without Writing

Image
There are two things that usually keep someone from starting a newsletter. One is compiling their first mailing list. The other is: "But I can't write very well!" There are ways to publish a newsletter without having to do a lot of writing. #1. Come up with the ideas and prepare an outline. Then delegate or hire someone to do the writing for you. #2.   Curate content . That means researching and gathering content from other sources that you then share, giving appropriate credit. This model is used by online publishing empires like Huffington Post and Smart Briefs. Search for content online or set up Google Alerts for your keywords. #3. Solicit content from other experts serving the same target market. Using a model of guest contributors , offer the opportunity for writers to get in front of your audience. Develop systems to attract relevant, well-written content. #4. Use a different medium ; create and include your own photos, graphics, video or audio...
Keep reading »

If Efficiency is Your Goal, You'll Want These Tools

Image
“You’re assuming efficiency is my goal,” my good friend replied one day when I suggested a better way (to me) of doing something. Oddly, I might be inclined to say that about some parts of my own work (just not whatever it was we were discussing at the time). This is not a story about the dangers of assuming (although that could be another article). This time I want to dish out some advice about how to be more efficient (since Danielle doesn’t want to hear it). I’ve written before about my essential small business tools ( Part 1 and Part 2 ) but these ones below are especially important to my productivity . FreshBooks (aff) Immediately upon implementing FreshBooks, I saw an improvement in outstanding accounts receivable. Reminders are automated and I rarely have to follow up with anyone myself. No more wondering, "Did I already remind that client?" Canva I've been using graphics applications for over 20 years - for fun and work. Nothing beats Canva's ...
Keep reading »

9 Ways to Personalize Your Newsletter

Image
We tell our new clients that the newsletters we design for them will be completely unique. Part of being unique is making a personal connection with your reader. Here’s our best advice about how to make your newsletter more personal and distinct. 1. Write a personal introductory note . Share news and give teasers for the content to follow. Inject your personality. Your writing may be more informal here. 2. Insert your signature as a graphic. Sign a blank piece of white paper and scan it - first name only. Use a pen or marker that matches your branding. 3. Use a good photo of yourself. You want this photo to look like you now , not 5 years ago. Dress as you would when you meet contacts in person. Incorporate your brand colours into your clothing if possible. Keep in mind that the direction you are facing in your photo will determine where it goes in your newsletter, you don’t want to be facing off screen. 4. Use your own photos. Instead of common, often overused, internet ph...
Keep reading »

Stock up on Content for your Busy Season

Image
Whenever the busy time is for your small business, you can't avoid it - at some point in the next year, you'll be overwhelmed. Help out your future self by preparing a bunch of marketing content during your slow season. Having a whole day to spend on content sounds awesome to me. Perhaps not so much to you. If you want a little guidance, here are 10 activities that will set you up for success for months to come . Write a wrap-up article – a summary of *something* from the past year that you’ve written about several times. Brainstorm a long list of topics. Nothing is too wonky to put on your list. Go online and do a little research to get more ideas to add to your list. Pick 10 article ideas from your list and write a brief point form outline of each. Pick a handful of those outlines and draft full articles. Pick 2 of those drafts, edit and proof them in preparation for publishing. (Or send them to your editor.) Source images to use with your 10 article ideas. ...
Keep reading »

Colour Palettes for Spring Marketing

Image
As I post this article, it's snowing heavily here in Nova Scotia. I'm very optimistic that spring will arrive... sometime. My husband and I are itching to get outside in the garden so, when I think of spring, I think of outdoors. Here are some colour schemes that make me think of spring. All photos are free from pexels.com . I saw this photo and immediately thought, "Fresh start!" Looks like a great place for a walk. The lime green is so bright and optimistic. The Easter Bunny outlined in buttercup yellow. All shades of green are reminiscent of spring. It wouldn't be spring without red tulips. Great contrast here. Spring travel to the tropics makes me think of soft pastel ocean scenes. Pass the wine. What does your spring marketing campaign look like? Click to Tweet this Article
Keep reading »

Content Creation (Wrap-up #2)

Image
Keeping your readers engaged requires content that is interesting and useful... and fresh. This article is a follow up to our previous Content Creation (Wrap-up) , capturing our newer articles about content creation from June 2012 to May 2013. If you're stuck for content, you've found the right post to give you inspiration and ideas. You'll also find some thought provoking strategies to consider. Keeping to a consistent content creation routine has big benefits. Just because you can't think of something great to write about when facing a deadline, doesn't mean you can't Plan to Give Your Best next time. Introducing Your Very First Issue can be a little stressful. Here are some things you might want to include, as well as some examples to get you started. Take some time to search for images that are not overused on the internet. This article provides links to a few Graphic Solutions to help get you started. Finding an idea that inspires you can some...
Keep reading »

7 Out Of 12 Small Business Bloggers Agree On This

Image
When I teach marketing courses, the group eventually tires of seeing this list come up on the screen in every class: Build relationships, community Grow your reputation, sphere of influence Be seen as an expert Share valuable info, products, services Increase your social media following Give value to your customers, prospects and colleagues on a regular basis Get found - SEO The items on this list are key reasons for publishing a blog or newsletter . Yes, of course, the ultimate goal is sometimes - but not always - an increase in sales. The problem is, you (and me) can't meet all the goals on that list at the same time. We'd become unfocused and demotivated. So I 'force' these small business folk to pick only two goals  to focus on. Last week I noted the two goals each person called out as we went around the room. I added my own two goals, as well, to round the group off at a dozen. Seven of us chose #2 - growing our reputation - as one of our two ...
Keep reading »

5 Ways to Grow Your List this Summer

Image
Your contact list doesn’t grow on its own and summer is when we all tend to slow down. Here are some practical, yet easy ways to grow your contact list over the summer months and still enjoy some time off. eMail Auto Responder When you set up your ‘out of office’ vacation notification, include a call to action and link to your newsletter sign-up form. Scheduled social media posts Set up a series of posts using Hootsuite or similar to encourage sign-ups . You can direct people to your sign-up form, to your archive, or to specific past issues that still make good reading. Review your current and prospective client list When you’re preparing for your fall sales activities, also note those that aren’t already receiving your newsletter and encourage them to sign up by sending a personal note. Review not only the contacts in your CRM system, but also those you’ve connected with on LinkedIn, Facebook, etc. You could also consider mailing a copy of your most recent newsletter. Net...
Keep reading »