Ten unwanted guests at the marketing party
Modern marketing is a lot like a party. Work the room right and you’ll attract interest and new contacts. Fail to shine and you’ll be going home alone. Here are the ten marketing partygoers you don’t want to meet – or to become.
The egotist
The egotist holds forth interminably on his favourite topic, himself. He’s oblivious to the bored sighs of those around him, failing to notice them backing away towards the vol-au-vents.
Marketing moral: focus on the customer, not yourself.
The counsellor
The counsellor is full of unwelcome ‘why don’t you’ advice for everyone she meets – she’s the answer to a question nobody asked. Sadly, her ideas aren’t always that useful.
Marketing moral: expertise is becoming devalued in some fields (notably social media). Cultivating strong personal connections may work better than positioning yourself as an expert.
The geek
The geek batters you into submission with an enthusiastic but crashingly dull monologue about his phone, computer or other gadget.
Marketing moral: don’t confuse technical features with customer benefits. Unless you’re targeting early adopters or gadget fiends, new technology does not sell itself.
The wiseguy
The wiseguy keeps the jokes coming even if they’re not appreciated, appropriate or even funny.
Marketing moral: humour doesn’t travel well and should be used with great care – are you sure you’ll get the reaction you’re hoping for?
The wallflower
The wallflower stands shyly on the sidelines even though her best friend could be introducing her to plenty of guests if asked.
Marketing moral: proactively cultivate and request referrals and testimonials; join the conversation in social media and see where it takes you.
The skinflint
The skinflint brings Liebfraumilch but drinks Moët.
Marketing moral: reciprocity is everything in modern marketing, particularly social media. You have to give something (of yourself) before you receive.
The butterfly
The butterfly is always looking around the room for someone more interesting to talk to.
Marketing moral: don’t neglect here-and-now customer needs in the quest for new connections or business, however exciting it might feel. It’s far easier to get an order from an existing customer than from a ‘cold’ lead.
The nervous hostess
The nervous hostess flits between conversations, asking everyone if they’re enjoying themselves (and the vol-au-vents).
Marketing moral: don’t over-regulate the social media conversation about your brand or content. Allowing criticism shows strength and confirms authenticity. Allow time and space for others to answer on your behalf; it will be more powerful.
The gatecrasher
The gatecrasher shouldn’t even be here at all but he never misses the chance to party, even if he doesn’t know anyone.
Marketing moral: don’t waste marketing spend on making a big splash when you really need focused exposure. Only relevant attention can be converted to sales.
The chatterbox
The chatterbox just won’t shut up!
Marketing moral: We can’t talk and listen at the same time; make time for learning and sharing as well as pushing out content. No one wants to work with a consultant or service provider who can’t listen.
So much for my list. Can you suggest more?
Comments (5)
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Love these, Tom!
How about The PTA & Pre-Gamers? These people make me the most uncomfortable because they lack a social filter. Either because they took the “personalize your brand” memo a little too far or they’re just plain unprofessional, these people embarrass themselves and others with TMI about their kids, hygiene, their kids’ hygiene, bodily functions, personal lives, weird pictures, war stories, and more. We don’t call it “social” media for nothing; don’t hesitate to show off a picture of your cute baby or raise a toast. Just don’t get drunk before the party then show up with your kids and your personal drama in tow.
Thoughts?
Hi Sarah
Thanks for commenting. You’re quite right, and I’ve come across many people who bring far too much personal baggage to the party when they should be promoting their business. I found it very helpful when I incorporated ABC as a business, in that I could then keep a clear mental division between things I was doing for myself, and things I was doing for the business. In social media, you do need to mix the two up a little bit – but always with an eye on the effect it will have on your reader or listener – not to mention your own self-respect.
.-= Tom Abrighton´s last blog ..Ten unwanted guests at the marketing party =-.
What about the schmoozers? They hang around the wealthy or highly placed people at the party, in an annoying, useless, and obvious way. They are often also chatterboxes, egotists, and butterflies.
These are great! Skinflint is my fave.
What about The Fence Sitter –
Constantly agreeing with everything, then dis-agreeing when you’re not looking.
Don’t be afraid to voice your opinions. Plenty won’t agree with you, but they will respect you for it.
Cheers Guys.
Thanks for the kind words!