The Desert of Arizona
When You Waking Up Mr. Sun? 53 Degrees
I received a cold sales email recently that went like this:
This is [REDACTED] from [REDACTED]. How are you?
I just thought I would take a second to tell you how we can make your [REDACTED] process so much simpler.
We are an established North American [REDACTED] company that has developed a long list of satisfied clients who make use of our services every month; Whether you’re doing one [REDACTED] per month or thirty, we work out flexible packages to fit every clients needs.
We pride ourselves in providing fast turn around times and focus on providing the best quality service at some of the most competitive rates for [REDACTED] and [REDACTED].
If you want to make [REDACTED] simple, let me know and I can get you signed up right away! (Quote “I’m a Rockstar” when you respond to me and you’ll get 30% OFF for your first three months).
Looking forward to hearing from you!
In my view, this is a great example of doing it backwards.
Now these folks are kind of in the middle of selling a product and a service. So it’s a little bit less damaging (maybe) than if they were an full-on advisor type business selling themselves. But there’s still a component of that, so when I read stuff like this, I get a feeling similar to touching my eyeball. Eek. And most likely, this type of approach will simply be ignored for “conduct unbecoming an Incomparable Expert.”
I know why people do it. I even have clients that do it. But it’s far from ideal.
The point is, if YOU can do this, so can anyone else. And that means any type of long term positioning in the marketplace is NOT going to happen. It’s not an accident to get that. It’s the result of a smart plan.
But in this example, there is ZERO goodwill here. Nothing left but the transaction. And if that’s all you got, good luck!
So… if you’re in the game for REAL (which means you’re not leaving any time soon), then attraction is the preferred way to fly.
I know attraction seems like a mysterious force. When you’re on the outside, that’s right. But the view from the inside is different. Especially after you’ve been doing it for a while.
It is strategic. And by strategic, I mean the power is in the THOUGHT behind it, not the brute force behind it.
And right there in the middle of the whole operation is your little old media platform. If you don’t have one that works, build one. On the outside, it’s a device designed to help people. But if you see how it’s put together, you realize it’s a device that is designed to help EVERYONE win. “They” win first. You win later.