The “Best of Orlando” dupe
What would you think if you got this email:
From: “Leon Simmons” (I have no clue who Leon Simmons is, btw)
Subject line: “Best of Orlando Awards - Better3” (Better3 is the name of my agency)
First paragraph of the email: “It is our pleasure to inform you that Better3 has been selected as the Winner for the 2021 Best of Orlando Awards in the category of Business Management Consultant. Notification to other award winners in Orlando will be made over the next several weeks. After all award recipients have been notified, we will post the complete list of winners on our website.”
And then just below the first paragraph was this image embedded in the email, showing Better3 (the name of my business) on a colorful lucite award, followed by more email copy.
For the first few seconds, I fell for it. But I was a bit skeptical because I haven’t had my business based in Orlando for several years. The email continued to explain the “next steps” and how to use the code in the email to secure my award. I played along, clicked the link and then it all became clear. It was a masked promotion to purchase awards (from $150 to $250 each!) from a promotion company that made lucite plaques and framed awards. Basically it was a printing company solicitation.
I put on my detective hat and started Googling the company, and replaced the word “Orlando” in their URL with “Miami” and “Chicago” and “Philadelphia” and with every single one, a new website came up that looked exactly the same, but it replaced the word “Orlando” with “Miami,” and so on.
Quite an elaborate effort just to sell awards. And I bet a lot of recipients fall for it. Just like the robot spammers who call us with automated messages about buying insurance, reducing our taxes, fixing our roof or termite protection. People get duped, and I almost did here as well.
Here’s the kicker: I bet that the “company” thought what it was doing was legit. But the lack of integrity in this type of marketing is beyond scope in my opinion, and what has made people so skeptical and cynical about marketers.
I’m not going to go into my thoughts on marketers, especially online marketers, but I’m sure you’ve had enough personal experience to know what I mean. This is another reason why I cringe when people say I’m a marketer. I’m not a marketer, I’m a creative. What I create may be used in marketing, however, it’s more than that.
Business development innovation
It’s true, we need to be more and more creative with how we develop business. This is why I’m dedicating my communications and podcast to helping solopreneurs do just that, but even more be 1000% themselves. I believe being yourself, being authentic and open and acknowledging your flaws is what people relate to. It’s also what people want more and more of so they can feel better about who they’re doing business with.
All the great sales people in our time—the Zig Ziglars of the world—advise basic principles when it comes to selling. Relationship, integrity, persistence and clear communication. In today’s marketing, a lot of that is missing because we’ve over-automated our marketing and sales processes. Automation is good, don’t read this as a demonizing of tech and automation. Believe me, I’m all about smart selling systems and having things run without us. What I’m offering here is how can we infuse the aspects of US that make it all work more holistically? These are the concepts I’m pushing forward and infusing in my work.
For you:
Take a look at your email communications, landing pages, funnels, print collateral and website. Do your communications and outreach have easy ways for people to contact you or connect? Are you being clear in your messaging so it’s perceived professionally and you have an identity they can relate to? Have you run your sales copy by an objective person who can give you feedback? Don’t let some marketing coach or program dictate how you should market. Learn what you can, but make it your own and be 1000% you.
