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How aggressive marketing tactics can backfire on businesses

After considering how aggressive marketing tactics in our company could backfire, I offer you two examples of how aggressive marketing dissuaded me from purchasing a product I would likely have purchased otherwise.

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aggressive marketing tactics

aggressive marketing tactics

Example one: aggressive magazine marketing

My subscription to a magazine I’ve subscribed to for a decade is approaching expiration. Every month for the past 6 months I’ve been getting paper direct mail letters asking me to renew, and wrappers on my magazines. Keep in mind this is something I’ve been a subscriber to for 10 years. I like the magazine, but this year, I wasn’t sure I really wanted to renew it (I’m cutting down on paper). Still, there was a chance I would renew. The barrage of paper really turned me off, as it kept coming with increasing urgency.

Then my last issue arrived. The cover wrapper screamed: LAST ISSUE. RENEW IT OR LOSE IT!

Hmmm. Perhaps I was reading too much into a cover wrap, but my knee jerk reaction was to skim through the magazine, rip out two articles I wanted to read, and toss the entire thing in the garbage. That’s what I do with the dozen or more paper magazines I get. I don’t have time to read them cover to cover, so I skim, rip tearsheets, and file for future reading. Toss the magazine.

Well this particular ultimatum sealed the deal. I can get what I need online from this magazine, so I won’t be renewing. I just don’t feel like it now.

Example two: educational webinars

I am constantly taking real estate courses, some designation courses, some not. I took a non-NAR designation class and I actually learned a lot. I signed up for the monthly webinars and was totally turned off when the leader gave us current market info each month, a technique or two to help the business, and then hammered over and over that more/better info would only be available for another fee, to get a higher level of the designation (the advanced version). I enjoyed the preliminary education and materials. But I didn’t want to pay the additional monthly fee to have the right to the advanced designation.

So when the year came up and it was time to renew the designation, I decided to pass. The emails kept coming: renew your designation OR ELSE. The OR ELSE started out friendly enough, positively listing all the benefits of being in their designation circle. Referrals, knowledge, online directory, database of info. Then, as the weeks went on, it got a little ugly. The final few emails were borderline threatening: if you don’t renew now, you must stop using our logo and our materials. Gee. Great. I don’t use logos on my marketing for all the designations I have anyway! No big loss.

Then I received a final, borderline angry email stating I was no longer a designation holder, and to immediately remove all marketing materials referencing their group from my business cards, flyers, website, etc. The implication was that printing new business cards and flyers would be more expensive than sending them their $99. All I could wonder was did this threat work on other people? Did some fall for this threat and see printing new cards more hassle than sending in the fee? I deleted the email.

How this applies to your business

Now, to get to my point – how are you marketing your services? Are you turning people off by threatening them that using your product or services is more dangerous than NOT hiring you? For example, I overheard a conversation between a home buyer agent and his client. He was asking the buyer to sign a buyer’s agency contract and said, “If you don’t sign this, I don’t represent you. I technically represent the seller. You don’t want me to represent the seller, you want me to represent you and your best interests. Otherwise, I won’t be able to look out for your own best interests in this deal.” Maybe that’s a true statement, but doesn’t it come off a bit like a threat?

I’ve seen ads and marketing on websites where fellow real estate agents list the negatives (rather than the positives) that come off as aggressive. They list what NOT listing with that agent will do to the seller, and what bad things could happen to FSBO sellers, for example. They list the dangers in being an unrepresented buyer. In creating urgency to sign that buyer’s agency form, they may unintentionally be scaring the buyer away from using their services, or at least turning them off.

Take a look at your marketing. What does it say about you and your services or products? Is it written in a positive, upbeat tone? Or an aggressive, threatening style? How would you respond if someone tried to sell you on their services using a threat?

Erica Ramus is the Broker/Owner of Ramus Realty Group in Pottsville, PA. She also teaches real estate licensing courses at Penn State Schuylkill and is extremely active in her community, especially the Rotary Club of Pottsville and the Schuylkill Chamber of Commerce. Her background is writing, marketing and publishing, and she is the founder of Schuylkill Living Magazine, the area's regional publication. She lives near Pottsville with her husband and two teenage sons, and an occasional exchange student passing thru who needs a place to stay.

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Business Marketing

Use nostalgia as a marketing niche for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia. Everyone has memories and attachments, why not speak to them?

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Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy – going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

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Business Marketing

5 tips to help you craft consistently high-converting email marketing

(MARKETING) Email may seem too old to be effective but surprisingly it’s not, so how can you get the most out of your email marketing? Try these tips.

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Email marketing

Email marketing might seem archaic in comparison to modern mediums like social media, blogging, and podcasting; however, it actually remains one of the highest converting options marketers and small businesses have at their disposal.

But Why Email?

Hopefully, you believe in email as an effective marketing channel, but in case you have doubts, let’s hit the reset button. Here’s why email marketing is worth investing in:

  • Email is one of the few marketing channels that you have total control over. Unlike a social media audience, which can disappear if the platform decides you violate their terms, you own your email list.
  • Email is considered very personal. When someone gives you access to their inbox, they’re telling you that you can send them messages.
  • From a pure analytics perspective, email gives you the ability to track behaviors, study what works, and get familiar with the techniques that don’t.
  • The ROI of email marketing is incredibly high. It can deliver as much as $44 in value for every $1 spent.

5 Tips for High-Converting Emails

If you’ve been using email, but haven’t gotten the results you’d like to, it’s probably because you’re using it ineffectively.

Here are a few very practical tips for high-converting emails that generate results:

  1. Write Better Subject Lines: Think about email marketing from the side of the recipient. (Considering that you probably receive hundreds of emails per week, this isn’t hard to do.) What’s going to make you engage with an email? It’s the subject line, right?If you’re going to focus a large portion of your time and energy on one element of email marketing, subject lines should be it.The best subject lines are the ones that convey a sense of urgency or curiosity, present an offer, personalize to the recipient, are relevant and timely, feature name recognition, or reference cool stories.
  2. Nail the Intro”: Never take for granted the fact that someone will open your email, and read to the second paragraph. Some will – but most will scan the first couple of lines, and then make a decision on how to proceed.It’s critically important that you get the intro right. You have maybe five seconds to hook people in, and get them excited. This is not a time to slowly build up. Give your best stuff away first!
  3. Use Video: Email might be personal, but individual emails aren’t necessarily viewed as special. That’s because people get so many of them on a daily basis.According to Blue Water Marketing, “The average person receives more than 84 emails each day! So how do you separate your emails from everyone else? Embed videos in your emails can increase your conversion rates by over 21 percent!”This speaks to a larger trend of making emails visually stimulating. The more you use compelling visuals, the more engaging and memorable the content will be.
  4. Keep Eyes Moving: The goal is to keep people engaging with your email content throughout. While it’ll inevitably happen with a certain percentage of recipients, you want to prevent people from dropping off as they read.One of the best ways to keep sustained engagement is to keep eyes effortlessly moving down the page with short and succinct copy.One-liners, small paragraphs, and lots of spacing signal a degree of approachability and simplicity. Use this style as much as you can.
  5. Don’t Ask Too Much: It can be difficult to convey everything you want to say in a single email, but it’s important that you stay as focused as possible – particularly when it comes to CTAs and requests.Always stick to one CTA per email. Never ask multiple questions or present different offers. (It’ll just overwhelm and confuse.) You can present the same CTA in multiple places – like at the beginning, middle, and end of the email – but it needs to be the same call. That’s how you keep people focused and on-task.

Give Your Email Marketing Strategy a Makeover

Most businesses have some sort of email lists. Few businesses leverage these lists as well as they should. Hopefully, this article has provided you with some practical and actionable tips that can be used to boost engagement and produce more conversions. Give them a try and see what sticks.

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Business Marketing

Here’s how one employer was able beat an age discrimination lawsuit

(MARKETING) Age discrimination is a rare occurrence but still something to be battled. It’s good practice to keep your house in order to be on the right side.

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Jewel age discrimination

In January, the EEOC released its annual accounting for reports of discrimination in the previous year. Allegations of retaliation were the most frequently filed charge, which disability coming in second. Age discrimination cases accounted for 21.4% of filed charges. As we’ve reported before, not all age discrimination complaints rise to the level of illegal discrimination. In Cesario v. Jewel Food Stores, Inc., the federal court dismissed the claims of age discrimination, even though seven (7) plaintiffs made similar claims against the grocery store.

What Cesario v. Jewel Food Stores was about

In Cesario, all but one of the seven plaintiffs had spent years with Jewel Food building their careers. When Jewel went through some financial troubles, the plaintiffs allege that they began to “experience significant pressure at work… (and) were eventually forced out or terminated because of their age or disability.” Jewel Food requested summary judgment to dismiss the claims.

The seven plaintiffs made the same type of complaints. Beginning in 2014, store directors were under pressure to improve metrics and customer satisfaction. Cesario alleges that the Jewel district manager asked about his age. Another director alleges that younger store directors were transferred to stores with less difficulties. One plaintiff alleged that Jewel Food managers asked him about his retirement. The EEOC complaints began in late 2015. The plaintiffs retired or were fired and subsequently filed a lawsuit against their company.

Age discrimination is prohibited by the Age Discrimination in Employment Act of 1967, (ADEA). The ADEA prevents disparate treatment based on age for workers over 40 years old. However, plaintiffs who allege disparate treatment must establish that the adverse reactions wouldn’t have occurred but for age. Because none of the plaintiffs could specifically point to age as the only determination of their case, the court dismissed the case.

A word to wise businesses

Jewel Food was able to demonstrate their own actions in the case through careful documentation. Although there was no evidence that age played a factor in any discharge decision, Jewel Food could document their personnel decisions across the board. The plaintiffs also didn’t exhaust all administrative remedies. This led to the case being dropped.

Lesson learned – Make perssonel decisions based on performance and evidence. Don’t use age as a factor. Keep documentation to support your decisions.

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