Why I disagree with these 4 mad marketing statements
June 13, 2013
In the last few months I’ve read snippets of marketing advice that in my view are nonsense. So, I’d like to set the record straight in this blog by responding to 4 of the most ridiculous things I’ve read.
1. You don’t need business cards anymore. Direct folk to your social media page instead.
Imagine you’re at a networking event and you ask for a person’s business card only to be greeted with this statement. You might be a bit surprised but take their advice at face value. But by the time you’ve returned to your office the chances are you’ll have forgotten their details because you don’t have anything tangible to remind you. Business cards still have a part to play in promoting you and your business. They’re fantastic when attached by a paper clip to your direct mail letters and they are an almost universally recognised currency. There are so many great designs today that you can promote your services, provide your contact details and include your social media addresses on the one card.
2. No one reads direct-mail any more.
If this was the case, I think that most of my clients would shut up shop. It’s true, people don’t welcome junk mail – cheap flyers and poorly worded letters printed on tatty paper or catalogues mailed out on an indiscriminate basis with no thought to the profile of the recipient and their needs. But targeted direct mail, with a robust benefit driven message, an attractive and appropriate presentation and maybe an additional item to make it ‘lumpy’ is definitely holding its own and delivering results for all types of businesses – even web designers and search engine optimisation companies.
3. Publishing a book means that you are an expert in your field.
The availability and increasing sophistication of self publishing has given many authors, me included, the ability to share our expertise for a low outlay, and with Amazon welcoming self published authors, publishing a book has never been so easy. But if your book has been written with the main purpose of acting as an extended business card, with little thought given to the quality and integrity of your content and the needs of your readers, you risk doing more damage to your expert status than good.
4. You can’t sell your services or products on twitter
This is partly true. If all you did on twitter was blast out tweets trying to sell you would get short shrift and your followers would desert you. But a careful blend of useful tweets (sharing your expertise), engaging with your followers, retweeting their tweets and promoting your services is a recipe for building a positive online profile and for creating a demand in your services or products.
Feel free to post your comments of support or disagreement below.