How do you know that your Top of Mind marketing efforts are hitting your target? You may fear you’re being a nuisance, or that you’re publishing into a vast emptiness. Then you get a note like this one sent to one of Trivers Consulting Group’s clients and you realize “aha, it works!” In addition to the appreciation, the client then asks how the advisor is doing. How is that for engagement? (I’ve omitted names for privacy reasons.)
“Hi (Advisor), I appreciate the emails you have been sending over the past few months. Frequently they make me stop and focus on something, like today the need to listen better during my meetings and interactions over the next week. Especially with my children, since we are all together for 2 weeks, for the first time since the pandemic started.
How are you managing and how is business? Are you noticing any different trends in your space? Are you getting into facilitating discussion on equality and race for clients? Wishing you good health.” Regards, (Client name)
How to Drive People Away
In contrast to the relationship-building top of mind marketing this client is pursuing, there are many marketing tactics that will miss your target and drive clients and prospects far away. Here’s a list of the 7 worst.
- Couching a request to connect as “exploring synergies.” This one word tells the recipient only one thing: you’re trying to sell them something.
- An invitation to “get to know you” which turns into a one-way litany of intrusive questions. Getting to know someone requires a dialogue and time.
- Telling lies. Lies can be of commission (stating things that are objectively false) or of omission (not telling the whole story such as a negative outcome.)
- Directing someone to pick an appointment from your calendar app. You don’t want to bother exploring whether there’s a reason for an appointment; and you can’t be bothered with the messiness of emails or text exchanges first.
- Making up a phony history together. This is sending an email that reads “We appreciate our long relationship” when you’ve never shared more than a few words (if that) with the recipient.
- Relying on hype, manipulation, and deception to get attention. This is akin to yelling ‘fire” when there is none. People react at first, but once they realize it was manipulation, they never believe you again.
- Faking urgency. In the first few weeks of the onset of the Covid-19 shutdown, there was urgency for toilet paper because people weren’t prepared for long periods of stay-at-home. Your company is unlikely to be justified in creating urgency. Fake urgency is just another deception that will torpedo your relationships forever.
Is There Room for Improvement in Your Marketing?
If you haven’t been receiving notes of appreciation as a result of your marketing efforts and you’re curious about Top of Mind Marketing, give us a call or send an email. We’ll have a 30-minute conversation about your current marketing practices because effective marketing is the best way to ATTAIN, SUSTAIN, and RETAIN clients and prospects. 703-801-0345.