There’s a promotion going on for SoBe Lifewater. As part of the marketing push, one promoter emailed Chris Brogan with an offer to send a case of the product along if he so desired. The following is a word-for-word copy of the email as quoted by Brogan:
Hey. Were sending out incase influencer packages for our client, SoBe Lifewater. Tge packages are going to interesting people from the world of film, music, sports and digital. If you have any interest feel free to check out the link that shows past campaigns or just an email me an address and I’ll get it out to you. All the best. [link removed]
It’s not very well written. It’s pretty terrible, actually.
As I see it, there are three ways to respond to such an email:
- Delete the email – You could even go so far as to report the email as spam and block the sender’s account if you wished.
- Post a copy of the email and rant about how bad it is on your blog – Chris chose this option.
- Contact the author – Pleasantly offer to turn a failed marketing effort into a learning experience.
The first option is simple. The second option is probably something you could derive enjoyment from in the short term. The third option offers an entire world of possibility.
You might ask, “Seriously, Seth? A world of possibility? How is emailing some no-name marketing grunt going to change the world for anybody?”
Here’s one possible timeline:
- Grunt emails Chris.
- Chris emails grunt with a quick explanation of who he is and what he does. (Do you have a short bio you can cut-and-paste yet? If not, get one.) He offers to give Grunt some quick pointers on optimizing his email efforts.
- Grunt, now aware that the “guy from the list of 5,000 social media influencers email list” is offering to help, agrees to a quick phone conversation.
- As the conversation is winding down, (It need not be long. Just enough to get a few points across) Grunt mentions that his project manager might want to speak with Chris. Contact info is exchanged.
- After a few conversations with members of the agency hired to promote SoBe, Chris is hired to do a series of workshops on using new media.
Is that an unrealistic timeline? Possibly. However, experience has taught me–in both positive and negative ways–that every point of contact matters. There’s just something about people who position themselves as resources and treat others with respect that draws me in.
How about you?
I don't get as legitimate promo emails as Chris. So usually edit the email, correcting, spelling and grammar, and send it back…I usually never get contacted again. Go figure.
It's a great point to make. Most often, that's not nearly what happens. In this specific case, the guy who sent the mail apologized (a bit) and told me about his learning challenge (which caused me to update my post not to make fun of his spelling). But 1.) Sobe doesn't care. I don't mean that in a bad way. They're just hiring people to push. One miffed blogger doesn't upset them. 2.) It's not really of great value to me to do all that work privately, but there's HUGE value in me sharing an example of what not to do with my audience, because I've put it up there in lights for people to dissect and consider. 3.) I just told @dannybrown that I'll write the “what to do” post next to atone for my sin.
Good post, Seth.
I don't think of correcting the spelling and grammar of promo emails as “useful wisdom” so much as offering some hints as to what makes an email engaging or not. =)
I get the “I'd love to offer you tickets to such and such event if you'd be willing to share info on the event with your network” etc. often. It turns out that most of those emails are sent by real, live people with real emotions who are sick of being shot down with snarky replies.
They usually respond VERY well to kindly criticism and constructive commentary.
I think we all prefer that sort of response, yeah?
That's probably one of the sadder things, is the fact that nowhere in the comments on your post is there anyone from Sobe making amends/explaining their approach. You'd think if a company is reaching out to key influencers in the digital realm like yourself, Chris, that they'd at least keep tabs on what's being said. Particularly after the marketer for them emailed you a second time?
Now there's a learning point.
I agree with you and I think Chris does to – He certainly doesn't need any one to defend him, but frankly I get the annoyance factor that may have caused the original post – and I think it speaks even better of him that he owned up to it when @dannybrown called him oput on it – Its easier to fix problems than it is to fix blame – just not as human
Great continuance here too thanks so much for sharing so well
As a person that is most likely to be sending these types of emails (currently), I think both Chris and Seth have valid points. Had Chris dealt with his issues privately, I would not have learned anything (as an outsider). As the emailer, I would prefer I not be made a public example by one of the most influential bloggers out there today.
Both methods take a bit of effort and contain some educational potential. Chris' method seems a bit more harsh, but sometimes it takes a dose of reality to improve for the offender and the outsiders.
Great conversation that deserves some attention.
It's foolish of SoBe not to care when the whole point was to engage bloggers in the first place…
Looking forward to the what to do post!
“a bit” =) At least you didn't get the “I'm only allowed to do rewrites of the copy they sent me for this project. Get lost” reply.
1. But Sobe does care about money, right? I'd think, what with your clout in social media, that you'd be able to get in touch with Scott Moffitt (If he's still in charge of SoBe–I can't find evidence that he's left) and have a quick chat?
2. You may be right about the value of doing such work privately. It'd come down to priorities and weeding through the flagrant rubbish to the few contacts worth pursuing, perhaps?
3. Awesome! I don't see your post as any sort of sin. Rather, a quick snarky point made without the value-added reflection on the tail-end I've grown accustomed to from you.
Thanks for swinging by, Chris. I look forward to reading your follow up post. If it includes a pic of you drinking SoBe…the irony would be complete. =)
See also how TO influence me. : ) Penned in response to Danny calling me out, but mindful of this, too.
Depending on how many levels of outsourcing involved, it's quite possible that the person who emailed Chris has no real ties and therefore no investment in making SoBe look good.
Connecting with customers through social media isn't going to be very useful if your company is struggling to communicate within its own ranks. Giving front line employees the ability to connect with customers in real time doesn't do much if those employees can't connect with managers on the same sort of timeline, yes?
Lots of learning points to be found here, I'm afraid.
This was my MO forever. It still is- to a degree.
I offer a taste of feedback that someone with
a desire for deeper understanding will recognize.
But- it is nearly always a waste of precious time.
Irretrievable time.
I put it out there, and those who care can come to me.
Reality:
If someone is willing to buy a list and spam on the fly with a
half-assed blast, they are very unlikely to heed wise counsel.
Sure, everyone needs a job on the way up,
and one action may not define the person.
But people who want to operate with integrity and vision are usually
lucid, quality individuals who will not put their name on garbage.
The real problem:
That unsolicited email (with or without typos),
screams “We're willing to interrupt you out of nowhere for
OUR benefit. What's best for you couldn't mean less!!”
Perhaps one alternative would be to email the person in question, ask if this was a normal approach and offer pitching suggestions? Then perhaps a post about the overall “package” – poor pitch, contact, affirmation/opposition and what we can learn?
Although chatting with Chris on Twitter since, and reading his reply here, I can see why he chose his post approach as well.
Hi Bill,
It wasn't meant as an attack so I'm glad you chose not to view it as such.
Chris's response was lightning-fast. If there were such a thing as social media boxing, I'm sure he'd do very well. =) He lists the link to his follow-up post below. check it out for some great pointers on writing promo copy. Might be interesting to save the link and forward it the authors of those annoying emails?
Um. As just a casual reader here, and NOT a blogger, I rather appreciate Chris Brogan making an example of what NOT to do. It is very true, and a good learning experience for those of us in the masses.
It is too bad that the guy who wrote the letter has a learning disability. I am slightly dyslexic myself, so I can sympathize with his spelling difficulties. But still, hasn't he heard of spell-check, or the power of reaching out to someone on a more personal and professional level?
Even at my low level of engagement on the internet, I get spam, much of which is actually better written than this letter. I wouldn't waste my time replying to something like this, so why should Chris Brogan, who undoubtedly gets umpteen of these 'requests' per day? However, instead of simply ignoring it and deleting it as I would have, Brogan decided to use it as an example to the rest of us. I, for one, am grateful.
Just my two cents….
Just use Blue Sky Factory to insert my name on the third line down so I'll know you were thinking of me. =P
Really though. Impressed with your response time and some great points. Now to get the people sending the emails to give the points a view and see what sort of mileage they get from them!
I've got another take on this, Seth – and it comes from personal experience.
Many years ago, I got access to a very large, responsive database of prospects related to the niche I was in. Unknowingly, at the time, I thought 'personalization' merely meant mail-merging names into a template!
Fortunately (in retrospect), the person who gave me access to the database had seeded it with email addresses, and spotted my mistake. Instead of ranting or deleting, he emailed me a nice note pointing out my error, and suggesting an alternative.
That man and I are now great friends. It helps that he is one of the best known Internet marketers around. And an expert at what he does and teaches. I learned a valuable lesson that has stood me in great stead since then.
You NEVER know who may be listening, or why they did what they did.
It's EASY to assume the worst – but any number of things (ignorance, desperation, laziness etc) may have caused them to behave in a 'wrong' way.
By pointing it out, politely and with compassion, and a desire to educate and help them change their ways, you may make an indelible impact on what they do in the future. And that's just as impactful a result as getting more business out of the transaction
Oh, by the way, the person who taught me that lesson was Mark Joyner, the 'Godfather of Internet marketing'
All success
Dr.Mani
But some will heed, no? I think my idea of the cut-and-paste bio would work quite well for replying to promo emails. Just a click or two difference between deleting the email and replying with some context for promo email's author to respond to.
I'm with you on “the real problem” which is why I find it interesting to pursue such emails up the chain of command whenever I have time. The intended message is often far different from the one you put in quotation marks and those with a vested interest in an endeavor are often good about thoughtful insight.
When time isn't available, I typically use the “delete” option.
There was that time when I used the “this is NOT how you win friends and influence people” line…and it got a response. I regret not taking a more proactive approach to that situation.
Thanks Ed!
Hi Marja, Chris's follow up post of what TO do that he just published is even better as it offers some actionable tips on how to promote a product/service via email.
“hasn't he heard of spell-check, or the power of reaching out to someone on a more personal and professional level?”
That's what I call straightforward smart thinking! =)
I don't think–depending on the type of email and promotion involved–that it would be entirely a waste of time to respond to the email. It's all a matter of perspective and what you hope to get out of interactions with people, I suppose.
Your $.02 are welcome and appreciated. Thanks!
“You Never know who may be listening, or why they did what they did.”
So very true! The kid blasting out marketing emails today may be the head of marketing for a company you'd like to work with 10 years from now.
The impact of making a positive difference in another person's life is worth more than money. Unfortunately, I've found that many best practices are ignored when only the human aspect is discussed. Many people like to think in terms of quantifiable numbers and cause-and-effect timelines.
Perhaps between the people doing things for selfless reasons and those doing them for selfish reasons, we'll get a large group of people all doing the right thing?
We can hope. I plan on hoping for quite some time yet.
I really appreciate you stopping by and sharing that story. Great example of how powerful a kind voice can be in the life of another. Thanks!