Before January slipped out the door, Hannah felt the slap of one of the terrible marketing trends. Or at least it seemed like a trend to her.
- She just accepted an invitation to connect from someone on LinkedIn.
- She barely clicked enter when – BAM – the sales pitch hit her inbox.
- And what was even more annoying was that arrogant “Check my calendar for an open date to schedule a call.”
Lazy marketing has existed forever. But the latest marketing trends add another layer to tactics that bypass the heart and soul of business relationships.
While I love the start of a new year (so much promise), I hope you’ll forgive my New Year rant for just a bit.
Terrible Marketing Trends
Like Hannah, I admit the following tactics may not be the latest trend, but it sure does feel like it. At first, I thought it was the “semi-retired business writer” in my LinkedIn profile that caused my inbox to groan under the sales pitch assaults. But other connections have similar feelings.
The following are the terrible marketing trends I have felt the sting of.
Trend #1 – Franchise Frenzy
This sales pitch is the one I thought spewed from my “semi-retired” status. But I would love to know if you are also experiencing a sudden onslaught of the franchise “opportunity” of this or that.
Most are cut-and-paste scam messages. But some appear to be legitimate offers to franchise. The problem is even if legitimate, cold calling (digitally or by phone) is rarely the way to go. Oh sure, let me hand over my hard-earned cash because you wrote such a compelling email.
Trend #2 – Calendar Check
Maybe it’s just me. But I feel messages with a link to “Check my calendar for an opening to schedule a call,” are a big turn-off. Why?
- A “check my calendar” directive when sent in the initial email is presumptuous. Why would I schedule a call with someone I have no relationship with just because they instructed me to do so?
- When did it become all about you? I am a dying breed that believes in the power of speaking live. But I make sure to emphasize the call is at the client’s convenience. Even if you suggest dates and times, follow it with, “What works best for you?”
- The directive implies the sender’s time is more important. Even if it’s unintentional, the silent message pops through poorly worded statements.
Using the online calendar scheduling is not a bad option.
- IF your message is worded to focus on the value of the customer’s time.
- AND after you established some form of relationship.
- Such as interest expressed by the potential customer.
Trend #3 – AI Avalanche
I get it. Artificial Intelligence (AI) can be a great tool. But do we have to be buried by every platform, theme, and chatbox with AI tools?
Yes, some inspire new ideas and greater productivity. But too many businesses leap onto the AI bandwagon, producing laughable (and sometimes dangerous) results.
- Scary images from headshots to deepfake videos
- Boring conversation-starters for collaborative articles
- Poorly designed AI chatbots adding to an already aggravating customer experience
Can we please pump the brakes on AI? Instead of businesses slapping their version into the overcrowded AI arena, they should actually think about strategy. I know. It will never happen.
3 Traits of Terrible Marketing Trends
Typically, the product or service is not the cause of bad marketing trends. Rather, it’s due to the methods used. Three traits are commonly found in terrible marketing trends.
1. Impatience
A competitive marketplace and the speed of the online world urges businesses to move fast. However, taking too many shortcuts to hit first can prove even more disastrous. The lack of patience skips over critical testing and the successful building of business relationships.
Eliminating the time to build strong relationships erases the very person your marketing is meant to attract.
2. Lack of Credibility
Credibility is another distinction reserved for businesses that put in the time. Unfortunately, scammers and lazy marketers damage the credibility of others who strive to do it right.
There is no shortcut to your business reputation.
3. Loss of Focus
Marketing and sales are two distinct acts. The purpose of marketing is to attract customers to what you’re selling. When they buy in to your product, that’s when you make the sale.
Terrible marketing trends lose sight of the customer, often focusing solely on the sale. A sales-focused approach obsesses over total sales instead of what the customer wants to buy.
A laser-like focus on the customer is the beacon to better sales.
Have you spotted any terrible marketing trends that drive you nuts? Share your pet peeves in Comments. Let’s rant together. Maybe it will make us feel better. 🙂
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First, is Hannah your daughter or business companion? Second, I never up and connect with anyone who requests it. I check them out, see what they might have posted previously elsewhere, and then make a decision. Most of the people are sales people, and more than half of them own their reason up front by wanting to set up a meeting… ain’t happening!
Although I write about marketing here and there (my latest article is about how bad I’ve been at marketing, but I’ve always been worse at sales lol), I’ve had moments when things went my way, before Google changed things up… the evil empire we all need in some way. lol I’m never going to use AI for anything, though people have suggested it; I’m never going to try it. What I come across is bold, irritating marketing or sales coming at me via email; I set all of them up to go into spam, and I never look at them again. I hate canned propositions from people I don’t know; we all have barriers we don’t want crossed, right?
Hannah is my imaginary friend. 😀 Completely agree with you, Mitch, about the canned propositions and irritating marketing or sales. Most of it is what I call lazy marketing. You don’t want to take the time to get to know me and my business, I don’t want to know about you or your business.
I also check out profiles first before accepting but some are sneaky. They talk about people or businesses we have in common but the second I accept they hit me up with a sales pitch. I immediately disconnect. Thanks for sharing your view, Mitch.