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Adrienne Zoble's Marketing Myth #31:
It's too much trouble to personalize; just send it to
"Business Owner." |
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 Hello, ,
A few minutes ago I spoke to an out-of-state retail client, who is a participating dealer of one of my clients.
We were working on his "10-Minute Marketing Plan," when "Gary" said, "You know, we had a St. Patrick's Day Party a few days ago, and I took one of your earlier suggestions to heart. Instead of just sending out our standard invitation, I personalized it to each invitee."
"What happened?"
"Well," as Gary chuckled a bit, "over the recent past our responses have been anywhere from good to lackluster. This time we had 50 people, and the cash register didn't stop ringing during the 2-hour event. People went out of their way to say they came because they received a personal invitation from me. Some had never attended an event, and some we hadn't seen in the store in quite awhile."
Hooray!
I would be the first to admit I have a love/hate relationship with technology. I've mastered a few areas; yet I rail against the impersonalization of much about the computer. It's impossible to ignore, however, how technology has been amazingly diligent in trying to become more personalized. Even webinars have progressed to the extent we can now see one another!
One of the great technological advances is mail merge. As far as I can tell, most software programs include this capability. Since you're no longer doomed to hours of work, if you want to address more specifically than "Dear Marketing Director," it's time to take advantage of this incredible innovation. Believe me, if I say it's easy to master, it truly is! And faster to implement that you might imagine.
People like to be addressed specifically; it's that simple. Saying it's too much trouble, taking the "easy" way out, defeats what you're trying to achieve.
The next time you have an announcement, invitation, newsletter or press release, try personalizing it with "Dear So-and-So." Bet your readership and response rates will soar.
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Visit Adrienne Zoble at www.azobleassoc.com. Check out her Do-able Marketing Plan workbook and her 10-Minute Marketing Plan Program. Make sure you pick up her Schmoozing Calendar and her latest E-book, "Thriving in Difficult Times or Getting your Phone to Ring Again."
Perhaps
your organization or company is looking for a dynamic,
tell-it-like-it-is speaker; or you need an article/column for your
publication or newsletter.
Adrienne Zoble will help you sell more in less time, even in these
challenging times.
___________________________________
Adrienne Zoble Associates, Inc. azoble@azobleassoc.com
1060 Sailors Reef www.azobleassoc.com
Fort Collins, Colorado 80525 970/282-1150
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