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Debbie Mayo-Smith international inspirational motivational how-to speaker technology, time management, improving business performance
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Don't make this horrendous marketing blunder

The last time I wrote a strong negative comment (about why you shouldn't use Flash on your website), I got an email from one of the head honcho's at Macromedia in the US. This time I'm not aiming at a large company, but something came across my desk this week that I felt compelled to write about (and will make me re-examine what I do).

It was a marketing mailer with a CD enclosed from a local technology company promoting their ability to create CD's and DVD's for companies.

Here's the opening line from the main paragraph "we've sent you our corporate profile on a CD as an illustration of how we put information on CD's...."

Then these 6 bullet points of info on the printed mailer:

  1. Learn more about 'xxx' and our culture
  2. See what we do for our clients and what they think about us
  3. Understand the thinking behind the company
  4. Hear what our staff have to say about 'xxx'
  5. Connect to hot links that take you to the quick quotes
  6. Discover what makes 'xxx' so different.

The only thing that kept me from immediately throwing this out (even though I get CD's produced regularly) is that I felt compelled to write about it.

I hope you're thinking the same as me. That this entire presentation and wording is focused on them. And who the heck cares (about them)? Look at the bullet points 1-6 again. See what I mean? How can a marketing promotion looking for new customers be so self centred?

Whoever put this together for them, along with whoever approved it should be shot! The thing is I, the potential customer, really don't care about their culture, their thinking, their staff patting themselves on the back. What on earth would I take my precious time to read about them? I care about me; and the problems they can solve for me.

No where in the bullet points is an inducement that will make me take that CD; take the effort to put it into my computer; then use my valuable time to read/listen to it.

It's all about them; and nothing about me- how I'll save time, how I'll save money, how I'll impress my clients.......

Enough said (although I can go on and on). So please, before you print anything over the next few months, before you write your next newsletter, before you send anything out - put your customers shoes on.

  1. Have you eliminated the I's, we's?
  2. Is it chock full of benefits to them?
  3. Is it of interest to them?
  4. Is it glorifying you and if so will they care?

Debbie Mayo-Smith called the Queen of Productivity is an International Motivational Business Speaker and best selling author! (http://www.successis.co.nz) Let Debbie help you with easy practical ways to improve your business profitability, personal productivity and work life balance. Debbie lives in NZ and travels the world speaking, writing and training. Why not enrol for our free newsletter?


This article is copyright to Debbie Mayo-Smith & SuccessIS. You may use it for your newsletter, website or as an article. It can be reproduced - but in its entirety and with inclusion of Debbie Mayo-Smith as the author and the weblink www.successis.co.nz


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