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Informative Articles

Essential Marketing Element - Win The Trust of Customer for Long Term Benefits by Arun Tibrewal (www.arun.info)
Medicine is an analytical science dealing with human life and B - Schools teach their Marketing potential professional everything but Medicine. Marketing then is more than selling a product. It encompasses a gamut of facets be it pushing or...
Go Ahead, Marketing-Minded Financial Planners, Call a Reporter
Yes, you can call a reporter. I've said it before, in dozens of articles and presentations to financial planners looking for free publicity. Hopefully now you’re getting comfortable with the idea. Go on. Pick up the phone. Reporters and newspeople...
Powerful Direct Marketing Numbers
Direct Marketing works! Why? It works because it's personal. It carries a message, answers questions and gets orders. Direct Response Marketing works because it is "conversation in writing". It works because, no matter what you have heard,...
The Trust Issue in Marketing
The Trust Issue in Marketing by Darrin F. Coe, MA copyright 2004 One of the prime motivating factors in the purchase decision making process is “trust”. A consumer will at some point for however long or short of a time, ask the question, “Can I...
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Linked In: Basic Marketing Blunders

Like me, have you received email invitations like these?

> I'm using LinkedIn to keep up with my professional contacts and help them with introductions. Since you are one of the people I recommend, I wanted to invite you to access my network on LinkedIn. > > Basic membership is free, and it takes less than a minute to sign up and join my network.

I've received well over 35 invitations like this, worded almost precisely the same way. The senders have acted surprised and offended that I did not leap to take advantage of this invitation.

Let's look at the problems in this invitation from a marketing point of view.

* Almost all of the invitations I received were from people whose names I did not recognize. Why would I want to be part of their network? The invitation doesn't say who they are, who they have access to and how I would benefit from their network.

* What is Linked In, how does it work and what are the benefits of using it? No one has yet explained this clearly in their invitation. You cannot expect that someone receiving this invitation understands what you're asking them to join or how it would be advantageous to them. It would be helpful to have a paragraph or two describing how it works and citing a specific result the person behind the invitation enjoyed from membership. It may be that people assume that since "basic membership is free," the typical recipient of this invitation will go ahead and join. But even if it doesn't


cost money, joining would take time. You still need to "sell" people on taking a free action, especially with respect to an activity or organization that may be unfamiliar to them.

* No one took the time to head off possible misunderstandings or objections to this membership. As a non-member of Linked In, I am concerned that joining would open me up to a lot of email and phone calls in which I would have no interest and that would waste my time. Again, you can't assume that something free is thereby enticing; you need to imagine why someone might have doubts or dismiss the idea and address those objections.

* Using a canned invitation that is almost exactly the same as everyone else's doesn't make a good impression. Even if the text provided by Linked In were effective, which it's not, you'd want to give it your personal stamp.

Other than being irritated that they are apparently encouraging people to send invitations that make little sense, I have nothing against Linked In. Perhaps it's a useful organization. My point is that its members need to use common sense and fundamental marketing principles to encourage busy, skeptical people to give it a chance.

About the author:

Marcia Yudkin (marcia@yudkin.com) is the author of 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover and other books on business communication. Sign up for her free weekly newsletter on creative marketing at http://www.yudkin.com/marksynd.htm .

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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Dedicated to serving the educational and professional needs of marketing executives.
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Marketing Magazine - Marketing News - Brand Republic.
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Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
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Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
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Marketing knowhow from professionals. Newsletter, articles and how-to's.
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Business marketing - Read everything your need to know about small business marketing.
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Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
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Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
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