About Food Carts Portland documents and tells the story of the food carts and trucks in Portland OR. Check us out if you are looking for an alternative to the standard lunch fare. We’re at foodcartsportland.com Twitter: @pdxfoodcarts
In Marketing and Social Media (“So-Me”) circles, there is a lot of talk about ‘authenticity’ in messaging. With the relatively new ability to engage our guests and customers one-on-one, authenticity is increasingly vital. Message ‘Broadcasting’ – i.e. casting the widest possible net – is no longer ideal. And in some cases, it can be downright detrimental to your business.
Today, I received an Email from a new Business-to-Business Web site, whom I won’t reward with name promotion:
This is not an authentic marketing effort.
When I first opened the message, I went on a quick, emotional roller coaster: “Hey, this Heather person discovered me based on my experience as a professional graphic designer and Creative Director,” I thought. About half-way through reading it, the realization, “Hey, she has no idea who I am,” followed by a deflating feeling, “Waitaminnit. this is SPAM.”
Despite her claim of being “excited to find” me and, she does not know me. “I think you’re a perfect fit!” she assured me. But this is just fake personalization; Merge-fields and Email templates, with a casual salutation (“Hey”) thrown in to suggest an existing friendship. And I felt manipulated.
How fast do you think I clicked the UNSUBSCRIBE link? This Web site lost me as a customer before they even had me.
In his brilliant second book, The Thank You Economy (pictured at right, available on Amazon.com), author Gary Vaynerchuk reminds us there is always a “C” in “B-to-B.” Even if you’re reaching out to a business, one must remember there is always a customer on the other end.
So how does one ensure authenticity in one’s Marketing messages?
