Friday, January 19, 2007

The Real Reason You Should Hate SPAM!

Let's talk about SPAM, shall we?

I read a very interesting article about new tactics by spammers. If you’d like the details, you can read it here:

As some of you know, I HATE SPAM! As a marketer, I understand why people use it.

  1. It’s free.
  2. It’s a numbers game.
  3. Sooner or later, someone will buy.

And the reason it’s so prevalent is #1. You can get access to tens of thousands of people for peanuts. And more than likely you will make money (think #3). Because it’s a numbers game (#2).

But I don’t hate SPAM for the reason most people hate it (and, yes, I delete hundreds of SPAM e-mails and have had to close several e-mail accounts because of them). I hate SPAM because it’s very short-sighted and in the end bad for business.

Every good marketer knows that good marketing is about building a relationship with your customer. SPAM will get you a transaction, but it will most likely not get you a client.

Let me re-phrase this:

You make a sale to get the customer. You don’t get the customer to make a sale.

When you create strong relationships between you and your clients, you are not only giving your clients the best value but you are also making more money.

When you consider what one good client will spend with you over the lifetime of your relationship, it starts to ad up. But don’t just stop there. A happy client refers you to other people. Then think about how much that referral will spend with you.

That’s called lifetime value of a customer.

Spammers don’t get it.

But I think you do.

The best way is to build a list of people who are interested in what you have to offer. They best way is to put an opt-in on your web page or blog (like the one I have in the top right corner). Then, get their permission to send them e-mails (I recommend using a double opt-in method where they confirm their interest). And also give them a way out if they no longer want what you have to offer.

It’s easy and it will build you a qualified list of prospects. And then all you have to do is keep in contact on a regular basis, give them content (not a sales pitch in every e-mail) and let them know when you have something of value to offer them. They may not always buy, but at least they will be interested, unlike…

…this piece of SPAM poetry I received today:

of something else or related to something else, are explained by place in themselves, these cannot be said to be capable of admitting thing takes place. It is by themselves changing that substances at another black, at one time warm, at another cold, at one time good,”

You just can’t make this stuff up…

Get out there & get marketing,

Carlon Haas

P.S. Paris responds! Check out "Paris Hilton's" response to my blog entry about her.

1 comment:

Brian Massey said...

"You make sale to get the customer. You don’t get the customer to make a sale."

This is precious.