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Social media helps marketers... or does it?Posted by: Michael Port
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“To all who asked about the meeting with the producer. Well... I didn't know whether to laugh or cry. He basically said my songs were weak and sounded like they were from the 80's! He didn't even listen through to the end of the song.
At first I was devastated. I sat with his words for a day. Then my cleaning lady came the next day and said, "Paula, I'm still waiting for a copy of your song."
I shared with her the producer's feedback. She was shocked. "Are you kidding?" she said. "The time I heard you sing them with the tracks; I went home and told everybody how you brought me chills!"
Then she asked "Is he the person you're singing to?"
I stopped and thought, "Not a chance."
I realized in that moment that he wasn't my ideal client. My song spoke of my dying mother and then my own child. He's used to working with 14 year old techno-pop artists who sing about the latest boy crush. Huge difference.
Sometimes failing faster is not failing at all. Just resetting your compass.
AND REMEMBERING WHO YOUR TARGET MARKET AND IDEAL CLIENTS ARE!!!In that moment, it was so obvious to me how the same song can have people moved to tears or bored out of their tree. That's literally the impact of reaching our target markets or not. And as a result, I will market the songs differently.”
Look at Paula’s success in choosing who her ideal client is... imagine if she had allowed a techno-pop music producer represent her music. She would have been marketing to an entirely different audience and not really representing herself authentically.
So get a big fork, choose your favorite slice of pie and dig in.
:)
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Comments
Posted by Thom Singer on 2007-11-21
Michael-
You are right on target. PR always is better than advertising. When others say how great you are, people listen more carefully.
But just doing great work is not enough. I know lots of people who are great in their field and nobody has ever heard of them. You need a balance of credibility and visibility....but you cannot just wait for the media to write about you or you can wait forever. You must make sure they know you exist, too!
Michael-
You are right on target. PR always is better than advertising. When others say how great you are, people listen more carefully.
But just doing great work is not enough. I know lots of people who are great in their field and nobody has ever heard of them. You need a balance of credibility and visibility....but you cannot just wait for the media to write about you or you can wait forever. You must make sure they know you exist, too!
Posted by Leesa Barnes on 2007-11-21
Hear hear! Thanks for raising this issue Michael.
You've opened up a can of worms, so here's my Email Permission Manifesto.
1) Just because I email you asking about your product or service doesn't mean I give you permission to add me to your mailing list.
2) Just because you opted into my mailing list doesn't give you the permission to add me to yours.
3) Just because you emailed me asking about my services, doesn't give you the permission to copy & paste my email into your distribution list to spam me with something I'm not the slightest bit interested in.
4) Just because we've built a good rapport over email doesn't give you the permission to add me to your list.
5) Just because you got my business card at a networking event I just recently met you at doesn't give you the permission to add me to your email list.
6) And, when I ask you to remove me from your list because I didn't give you permission in the first place, don't get angry at me or ask me why.
In essence, don't spam me, just ask me.
Anyone would like to add theirs?
Hear hear! Thanks for raising this issue Michael.
You've opened up a can of worms, so here's my Email Permission Manifesto.
1) Just because I email you asking about your product or service doesn't mean I give you permission to add me to your mailing list.
2) Just because you opted into my mailing list doesn't give you the permission to add me to yours.
3) Just because you emailed me asking about my services, doesn't give you the permission to copy & paste my email into your distribution list to spam me with something I'm not the slightest bit interested in.
4) Just because we've built a good rapport over email doesn't give you the permission to add me to your list.
5) Just because you got my business card at a networking event I just recently met you at doesn't give you the permission to add me to your email list.
6) And, when I ask you to remove me from your list because I didn't give you permission in the first place, don't get angry at me or ask me why.
In essence, don't spam me, just ask me.
Anyone would like to add theirs?
Posted by coach anne on 2007-11-21
I have one to add:
Just because I'm interested in learning more about you by reading your free article, ebook, or book excerpt, doesn't mean I'm ready to subscribe to your e-zine.
I detest the current trend of websites offering a potentially interesting freebie, and "oh, by the way, when you download this, you'll also be subbed to my 'zine." It's almost a guarantee I'm going to unsub from that 'zine, unread, as fast as I can.
If I like what I read in your freebie, I'll subscibe to your 'zine when I'm ready.
I have one to add:
Just because I'm interested in learning more about you by reading your free article, ebook, or book excerpt, doesn't mean I'm ready to subscribe to your e-zine.
I detest the current trend of websites offering a potentially interesting freebie, and "oh, by the way, when you download this, you'll also be subbed to my 'zine." It's almost a guarantee I'm going to unsub from that 'zine, unread, as fast as I can.
If I like what I read in your freebie, I'll subscibe to your 'zine when I'm ready.
Posted by Michael Port on 2007-11-21
Great points! Well said Leesa and Anne.
Oh, and, in the spirit of proper citation (another important aspect of building credibility and being in integrity) wanted to make sure you knew this post was written by Elizabeth Marshall, the Director of Sales and Client Relations for Book Yourself Solid.
Great points! Well said Leesa and Anne.
Oh, and, in the spirit of proper citation (another important aspect of building credibility and being in integrity) wanted to make sure you knew this post was written by Elizabeth Marshall, the Director of Sales and Client Relations for Book Yourself Solid.
Posted by Tara Kachaturoff on 2007-11-21
Thank you for reiterating the importance of asking permission! I'm shocked at the types of poor behavior I witness from individuals who get a hold of my personal information.
I teach a seminar on networking success and cover many issues regarding this very point. One thing to add -- just because someone hands you their business card DOES NOT mean that you have their permission to email or fax them information.
The proper way to handle this is to ask the person permission if you may contact them, without making him or her feel obligated to do so. And, ask them "how" they would like to be contacted. If in doubt, send your materials through snail mail rather than through email.
Thank you for reiterating the importance of asking permission! I'm shocked at the types of poor behavior I witness from individuals who get a hold of my personal information.
I teach a seminar on networking success and cover many issues regarding this very point. One thing to add -- just because someone hands you their business card DOES NOT mean that you have their permission to email or fax them information.
The proper way to handle this is to ask the person permission if you may contact them, without making him or her feel obligated to do so. And, ask them "how" they would like to be contacted. If in doubt, send your materials through snail mail rather than through email.
Posted by Elizabeth Genco on 2007-11-21
It happens in the arts, too. In fact, it happens so much that I actually started to wonder for a minute there -- seriously -- if it was par for the course. And then I even ASKED a few of my colleagues for their opinions on being subscribed without asking. "Um, so?" was one response. "Ok! Ok! I'll take you off the list!" was another.
I was floored. Then my feelings of astonishment quickly segued into thoughts of, "Well, when in Rome..."
And then, I snapped out of it. (Before I did any damage, I'm pleased to report!)
I am, among other things, an indy comics creator. It's a universe that most small business folks probably never think about, but of course marketing and promo are just as crucial in that world. And, like small service businesses, creating an email list is a standard promo strategy. All fine and good, except when you add me to your list without asking just because you bought my book at a con or met me at an event or even just because we're fellow creators in the trenches.
The obvious issues (spamming, etc) aside, your point about damaged credibility is really right on, and this is why I'm so shocked by the behavior I see. I know immediately when someone is emailing me en masse without my permission. My response to that is never good, even if it's mild annoyance. I don't ever want any of my clients or fans responding to me in that way.
So, yeah, it's the harder way, and the longer way, but ultimately permission is the better way. Treating your advocates well will come back to you in the end, especially in the form of word of mouth, arguably the best kind of promotion there is.
It happens in the arts, too. In fact, it happens so much that I actually started to wonder for a minute there -- seriously -- if it was par for the course. And then I even ASKED a few of my colleagues for their opinions on being subscribed without asking. "Um, so?" was one response. "Ok! Ok! I'll take you off the list!" was another.
I was floored. Then my feelings of astonishment quickly segued into thoughts of, "Well, when in Rome..."
And then, I snapped out of it. (Before I did any damage, I'm pleased to report!)
I am, among other things, an indy comics creator. It's a universe that most small business folks probably never think about, but of course marketing and promo are just as crucial in that world. And, like small service businesses, creating an email list is a standard promo strategy. All fine and good, except when you add me to your list without asking just because you bought my book at a con or met me at an event or even just because we're fellow creators in the trenches.
The obvious issues (spamming, etc) aside, your point about damaged credibility is really right on, and this is why I'm so shocked by the behavior I see. I know immediately when someone is emailing me en masse without my permission. My response to that is never good, even if it's mild annoyance. I don't ever want any of my clients or fans responding to me in that way.
So, yeah, it's the harder way, and the longer way, but ultimately permission is the better way. Treating your advocates well will come back to you in the end, especially in the form of word of mouth, arguably the best kind of promotion there is.
Posted by Jeff Blumer on 2007-11-21
Elizabeth, I agree with you wholeheartedly.
This is also useful and refreshing to come across in other situations. I love when I am asked by a caller, “if this is a good time to talk” or “is the best way to contact you”. Simple questions that make me understand that my needs count to the other person.
And in the cases when it is not a good time and we schedule a time to talk, you can be sure that-that person has both my permission and my full attention.
Simple permission requests in the beginning set the tone for major offers later. Small “trust busters” at the start can leave a sour taste that lasts and lasts.
Elizabeth, I agree with you wholeheartedly.
This is also useful and refreshing to come across in other situations. I love when I am asked by a caller, “if this is a good time to talk” or “is the best way to contact you”. Simple questions that make me understand that my needs count to the other person.
And in the cases when it is not a good time and we schedule a time to talk, you can be sure that-that person has both my permission and my full attention.
Simple permission requests in the beginning set the tone for major offers later. Small “trust busters” at the start can leave a sour taste that lasts and lasts.
Posted by Leesa Barnes on 2007-11-21
Oops, I mean, "Hear hear Elizabeth."
Oops, I mean, "Hear hear Elizabeth."
Posted by Ski on 2007-11-21
I have been guilty of sending e-mails to people just because either they gave me their address OR, even worse, I found their address somewhere. After reading BYS, I now explicity ask for permission. I recently photographed a special needs school but even through the school gave me a roster with all parent contact information, I was told NOT to use it (it was to be used for identification purposes for the photo session only). Well, on the order form that I created, I asked for the students' name, their parent's name and the parents e-mail address. Now, just because they wrote this information out, I didn't add them to my list. Instead, I sent EVERY parent a personal e-mail asking if they would like to be kept informed by us. Some said "no thanks" but several said "yes please!" Only the parents who said "yes please" will be added. I completely understand why we need permission.
As a side note, I am requesting Permission Marketing from my local library. I have yet to read this book. But soon I will.
Thanks!
I have been guilty of sending e-mails to people just because either they gave me their address OR, even worse, I found their address somewhere. After reading BYS, I now explicity ask for permission. I recently photographed a special needs school but even through the school gave me a roster with all parent contact information, I was told NOT to use it (it was to be used for identification purposes for the photo session only). Well, on the order form that I created, I asked for the students' name, their parent's name and the parents e-mail address. Now, just because they wrote this information out, I didn't add them to my list. Instead, I sent EVERY parent a personal e-mail asking if they would like to be kept informed by us. Some said "no thanks" but several said "yes please!" Only the parents who said "yes please" will be added. I completely understand why we need permission.
As a side note, I am requesting Permission Marketing from my local library. I have yet to read this book. But soon I will.
Thanks!
Posted by Francis on 2007-11-21
If you have a list of emails that you think you might use to distribute your newsletter, I think it would be appropriate to first send a brief introduction to your newsletter and what it is all about.
Include a link to the web page and an opt out link, suggest that should they not wish to receive the newsletter, click on the opt-out link.
If you have a list of emails that you think you might use to distribute your newsletter, I think it would be appropriate to first send a brief introduction to your newsletter and what it is all about.
Include a link to the web page and an opt out link, suggest that should they not wish to receive the newsletter, click on the opt-out link.
Posted by Suzanne Ledo on 2007-11-21
Great post. While I would never, ever add anyone to my newsletter without their permission, I don't see a problem with giving out a valuable freebie as enticement to sign up. I think that's how I got on Michael Port's list :)
I am collaborating on an e-book about self-care with a group of other coaches, and this is how I was planning to use it. It just seems that people WANT something in exchange for providing their info, nothing wrong with that. I've gotten on a ton of lists this way. The ones that annoy me are the internet marketing types who e-mail me DAILY. A weekly 'zine is fine, especially if the information is good.
Great post. While I would never, ever add anyone to my newsletter without their permission, I don't see a problem with giving out a valuable freebie as enticement to sign up. I think that's how I got on Michael Port's list :)
I am collaborating on an e-book about self-care with a group of other coaches, and this is how I was planning to use it. It just seems that people WANT something in exchange for providing their info, nothing wrong with that. I've gotten on a ton of lists this way. The ones that annoy me are the internet marketing types who e-mail me DAILY. A weekly 'zine is fine, especially if the information is good.
Posted by Alexis on 2007-11-21
Michael, I've got to disagree with your statement:
"If you send an unsolicited newsletter or promotional email, that opportunity to build trust is lost. They may still like you, but that level of trust is compromised. After all, if they can't trust you to ask permission, what else can't they trust about you?"
It just doesn't bother me at all to get unsolicited promotional emails or newsletters, especially if they are coming from someone I consider a friend who I know wants to keep me informed about what's going on with them.
If I don't want the emails, I unsubscribe from their list. No big deal. It certainly doesn't cause me to lose trust in them.
Instead of taking it personally or assuming that there was some bad faith involved, I choose to think about it differently. I appreciate people reaching out to me and I take responsibility for choosing what I open my eyes and ears to and what I don't.
I'm happy to use my delete key AND I've had my mind opened to many things I would not have become aware of had I not been added to someone's email list, most likely without my explicit permission.
Respectfully and with love,
Alexis
Michael, I've got to disagree with your statement:
"If you send an unsolicited newsletter or promotional email, that opportunity to build trust is lost. They may still like you, but that level of trust is compromised. After all, if they can't trust you to ask permission, what else can't they trust about you?"
It just doesn't bother me at all to get unsolicited promotional emails or newsletters, especially if they are coming from someone I consider a friend who I know wants to keep me informed about what's going on with them.
If I don't want the emails, I unsubscribe from their list. No big deal. It certainly doesn't cause me to lose trust in them.
Instead of taking it personally or assuming that there was some bad faith involved, I choose to think about it differently. I appreciate people reaching out to me and I take responsibility for choosing what I open my eyes and ears to and what I don't.
I'm happy to use my delete key AND I've had my mind opened to many things I would not have become aware of had I not been added to someone's email list, most likely without my explicit permission.
Respectfully and with love,
Alexis
Posted by A.M.Sall on 2007-11-21
Yeah, yeah, Alexis! I love you for this beautiful post (even though I remain Michael's #1 fan)
Yeah, yeah, Alexis! I love you for this beautiful post (even though I remain Michael's #1 fan)
Posted by John Dunn on 2007-11-21
Wow! I read these posts just in time! I was about to start sending unsolicited email to high income professionals by obtaining their addresses from advertisements, directories, news articles etc, to inform them of a seminar I am promoting in March that would grow their practices income or give them knowledge to finacially protect themselves. Since I want to make my best professional introduction, would you please suggest an example of how this critial first email might read? Sincere thanks, John
Wow! I read these posts just in time! I was about to start sending unsolicited email to high income professionals by obtaining their addresses from advertisements, directories, news articles etc, to inform them of a seminar I am promoting in March that would grow their practices income or give them knowledge to finacially protect themselves. Since I want to make my best professional introduction, would you please suggest an example of how this critial first email might read? Sincere thanks, John
Posted by David Robichaux Sr on 2007-11-21
I agree with Paula. I am planning in the future to get an album produced of comforting music with words or encouragement . I know it will not appeal to everyone but I know it will touch some peoples heart. I gave a friend a copy and she was really touched by it. She would listen to it almost every night and it would help her to relax and feel at peace. I see through this that I need to market my future album to a more mature group of people who need a spiritual place to retreat too. My songs remind Christians of how much their Father God loves them and they are written as words of encouragement to His children. An excellent example of something like this can be found at www.fathersloverletter.com it is one of the best things ever written and portrayed on the internet of a compilation of God's word expressed in a media format.
Thanks for the input please let me know if you would like a free demo of my proposed music.
Thanks,
David Robichaux Sr.
I agree with Paula. I am planning in the future to get an album produced of comforting music with words or encouragement . I know it will not appeal to everyone but I know it will touch some peoples heart. I gave a friend a copy and she was really touched by it. She would listen to it almost every night and it would help her to relax and feel at peace. I see through this that I need to market my future album to a more mature group of people who need a spiritual place to retreat too. My songs remind Christians of how much their Father God loves them and they are written as words of encouragement to His children. An excellent example of something like this can be found at www.fathersloverletter.com it is one of the best things ever written and portrayed on the internet of a compilation of God's word expressed in a media format.
Thanks for the input please let me know if you would like a free demo of my proposed music.
Thanks,
David Robichaux Sr.
Posted by Kirsten Harrell, Psy.D. on 2007-11-21
I have my fork, but I have trouble choosing the right piece. They all look good. I get caught in the trap of thinking that everyone could benefit from my product - one minute affirmations. I know I have to start with one piece (target market) and then can go back for more.
I have my fork, but I have trouble choosing the right piece. They all look good. I get caught in the trap of thinking that everyone could benefit from my product - one minute affirmations. I know I have to start with one piece (target market) and then can go back for more.
Posted by Paula O. on 2007-11-21
Michael,
How did you know I liked pie???
Great analogy.
Throughout the BYS course, I've found myself returning many times to the question, "Am I digging into the right pie in the first place?"
The producer I spoke of is a master at what he does. And equally important in helping me clarify who is and is not my target audience, he highlighted how I needed to get real about my music.
In hindsight, I can say for sure that one of the reasons my music didn't speak to him was because it was a watered-down version of the real essence of the song. He could see right through the song and knew there was more to it than what got recorded.
I've spent a lot of time reflecting on why I stop my own creative brilliance.
I'm starting to realize this is a huge challenge for many artists... we don't trust what flows through us. So we start messing with it, adding ingredients that we’ve heard other artists use and soon we’ve got something between a pie and a casserole.
Try serve that for dessert…
Thanks for all your guidance. The Book Yourself Solid Course has been an enlightening journey for me.
Warmly,
Paula O.
Michael,
How did you know I liked pie???
Great analogy.
Throughout the BYS course, I've found myself returning many times to the question, "Am I digging into the right pie in the first place?"
The producer I spoke of is a master at what he does. And equally important in helping me clarify who is and is not my target audience, he highlighted how I needed to get real about my music.
In hindsight, I can say for sure that one of the reasons my music didn't speak to him was because it was a watered-down version of the real essence of the song. He could see right through the song and knew there was more to it than what got recorded.
I've spent a lot of time reflecting on why I stop my own creative brilliance.
I'm starting to realize this is a huge challenge for many artists... we don't trust what flows through us. So we start messing with it, adding ingredients that we’ve heard other artists use and soon we’ve got something between a pie and a casserole.
Try serve that for dessert…
Thanks for all your guidance. The Book Yourself Solid Course has been an enlightening journey for me.
Warmly,
Paula O.
