Lazy Selling Doesn’t Work. This does.
I received this (paid) message on LinkedIn.
The ridiculous irony here is that it’s from a guy selling marketing services. His “proven method” offer is pure spam! Unless spamming is what he’s selling, he’s not doing a very good job.
Seth Godin famously writes about “interruption marketing.” I know when I reach out to prospective customers, I’m interrupting them.
I’ve been working harder to smartly engage people I’m interrupting with a thoughtful, highly relevant message that offers value. My rule of thumb is to ask myself, “Am I ready to make a call/send an email this person will want to receive?” If not, I work at it until I am. It’s hard – and it’s gratifying as fewer high-quality contacts are yielding better results.
