Tim Bursch

How do you know if your message is relevant?

We all get emails from marketers right. Some are spot on and some just don’t make sense.

Like these three, yes three emails I received from AT&T this week:

Not bad messages. Problem is, I live in Minnesota, not Michigan or Indiana. So, these store announcements are totally irrelevant.

If you want to create relevant marketing, especially in email, make sure you start with good data.

What would you add?

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Our camera battery died and Target doesn’t carry it anymore. My wife goes into National Camera. We had no idea how much batteries were–sheesh.

The salesperson quickly intercepts Heather (possibly on his way to the restroom), finds the right battery, and proceeds to ring up the sale. Funny thing, Heather hesitated with the sticker shock of a battery and mentioned she might just want a new camera? She also told the salesperson that she uses a camera a lot for blogging. A few cues.

 
He didn’t bite, not even in an annoying way. It turns out he just wanted to sell the battery. He barely asked any questions to learn more about the prospect. Once the sale was made he did not ask for an email address. They have a newsletter AND we’ll be in the market for a better camera eventually. I think this person wanted the quick sale (and possibly the bathroom) but missed out an opportunity for a long-term customer. They also missed the opportunity to connect beyond that one battery shopper.

Here are a few ideas for NC:

• Give customers some space and then start with questions
• Listen. Listen some more.
• Know your audience. If you hear words you don’t know, ask questions.
• Be mindful of social media. Here I am writing secondhand about my wife’s experience. People are sharing more and more. You are always on.
• Extend the relationship. NC has mention of email and Facebook on their site, why not ask people to join in the store.

What would you add? How about your business? What are you missing?

Photo credit: Steve Keys

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I know, first impressions count. But what about the second impression?

 
First impression: I was looking for a new dentist last week. My wife left a message. No response back. None. It happens, not great but not the worst.

Second impression: I called them back this week to schedule an appointment. The person who answered the phone put up some minor roadblocks about insurance. I asked some questions. She determined her business would probably be out of network but she didn’t check. No resources offered. Not helpful. Me? Not impressed.

I gave this business the benefit of the doubt on the first call. Maybe the message got lost. Maybe they’ve been busy. I don’t know, it could be cavity season.

When I called them again and gave them a 2nd chance to impress they still didn’t do it. I know it might not have worked out anyways because of insurance (actually it would have), but they gave me the impression that they don’t need my business.

When your business gets a chance to make impressions, how are you treating people? Do you go the extra step? Are you helpful or friendly? For me, it goes a long way and really doesn’t take much.

Photo Credit: alborzshawn

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