{"id":517,"date":"2016-12-30T17:30:58","date_gmt":"2016-12-31T01:30:58","guid":{"rendered":"https:\/\/torawriting.com\/sandbox\/?p=517"},"modified":"2017-07-17T12:59:52","modified_gmt":"2017-07-17T19:59:52","slug":"am-i-shouting-balancing-marketing-and-annoying","status":"publish","type":"post","link":"https:\/\/torawriting.com\/sandbox\/am-i-shouting-balancing-marketing-and-annoying\/","title":{"rendered":"Am I Shouting? (Balancing Marketing and Annoying)"},"content":{"rendered":"

My business coach said something recently that put my brain in a bit of a bind. She said that we need to educate people about our businesses without shouting about our businesses<\/strong>.<\/p>\n

The problem is that, in this case, people\u2019s definition of shouting tends to vary.<\/p>\n

For me, shouting includes:<\/p>\n

    \n
  1. Someone I\u2019ve never met handing me their card and saying, \u201cYou really need to refer me to all your clients.\u201d (\u201cYou need\u201d is a close relative of \u201cyou should,\u201d and I have a blog<\/a> about that.)<\/li>\n
  2. People emailing me more than once a month about things I don\u2019t care about.\n
      \n
    1. Some people emailing me at all about things I don\u2019t care about. (This depends on the person more than the things.)<\/li>\n<\/ol>\n<\/li>\n
    2. Reply All abusers. (OK, maybe that\u2019s not shouting, just extremely annoying.)<\/li>\n
    3. People and communications that are all, \u201cME! ME! ME!\u201d<\/li>\n
    4. Overly nagging to buy (again, subjective).<\/li>\n
    5. Communications that don\u2019t tell me anything new.<\/li>\n<\/ol>\n
      \"This
      This is how many solo-entrepreneurs market, they think they’re shouting, but no one can actually hear them.<\/figcaption><\/figure>\n

      While it is good to understand your audience\u2019s definition of shouting and try to conform to it, I don\u2019t pretend to know what others think \u2013 so if I don\u2019t know for sure, I have to fall back to my definition of shouting. And that\u2019s when my personal demons kick in. (Admit it, you\u2019ve got a few yourself.)<\/p>\n

      When it comes to marketing emails, I strive to humbly, and gratefully, ask the favor of, \u201cwould you tell other people about this upcoming event?\u201d This way, at least, I\u2019m not asking for a sale. (My issues around asking for a sale are a different blog \u2013 if not several years of therapy.)<\/p>\n

      But, what about the \u201cthings I care about\u201d part? Obviously, I care about my own events and want them filled, but does anyone else? I do try to send that type of email to people who claim to like me and want me to succeed; yet, when do marketing messages become annoying? For me, very quickly.<\/p>\n

      And, thus, I tend to under-market.<\/p>\n

      The next part that\u2019s got my brain going \u201caaaaarrrrrrrggggggh!\u201d is that my job is to help business owners educate people about their businesses. How do I convince clients to put out regular newsletters, blogs, and other content when they don\u2019t see me doing the same thing? I admit that I do fall back on the cobbler whose children have no shoes excuse \u2013 most business owners, especially solo-entrepreneurs, experience that.<\/p>\n

      The theory that I present to my clients is that when you provide something of value, you\u2019re significantly reducing the volume and increasing the education. (Listen to your own advice Nicoles.)<\/p>\n

      As for regularity, I do tend to be generous. Newsletters max out at monthly (mine tend to be every 5 weeks \u2013 story for a different time). I\u2019ve known organizations that put out newsletters more frequently \u2013 only to see their lists dwindle.<\/p>\n

      Blogs, on the other hand, are a different issue. Because I work by referral, I don\u2019t care if I land on the first page of a Google search (unless you search my name, I don\u2019t). However, on this topic, I am in the minute minority. Most of my clients want to land on that coveted first page. Well, here\u2019s why I have a business: search engines care, deeply, about how fresh your website is. Translation: regular updates to your website make you more relevant in the eyes of Google. Know the easiest way to make regular updates to your website? Blog regularly.<\/strong><\/p>\n

      Annoying, isn\u2019t it? Especially since that\u2019s only a part of it. New content is good, shared and commented upon content is better. And that is where I exit. Because getting your content out there \u2013 in more than just your own newsletter \u2013 requires a marketing plan. Remember me? I\u2019m the one who tends to under market. But I know some folks\u2026.<\/p>\n

      \"If
      If this is what people think of your marketing, then you’re probably shouting.<\/figcaption><\/figure>\n

      So, back to the original question, am I shouting? People assure me that I\u2019m not. In fact, I may not be loud enough to keep myself top of mind with the people I want thinking of me.<\/p>\n

      Are you shouting? How many people open your mailings? How many unsubscribes do you get when you send out a mailing? If everyone opens it and no one unsubscribes, then you\u2019re not shouting \u2013 and your list is probably not big enough. Again, another blog at another time.<\/p>\n

      If you have as many unsubscribes as opens, You. Are. Shouting.<\/strong><\/p>\n

      -Lorrie Nicoles<\/p>\n","protected":false},"excerpt":{"rendered":"

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