Step Away From the Bright Shiny Object.

He was greeted less than enthusiastically. Kate humphed. The southern philosopher immediately ordered another bourbon. Gail smiled and said, “So good to see you again…I think. Rick and Chris just shared one of those long “Why me” looks we’ve all grown used to.

So, I said, “Have you come to some conclusions you want to share with us?

He jumped in at the deep end saying, “I’m pretty sure I’ve got it all figured out. I just have to find somebody that understands all the different software it will take to pull it off.”

“Hush Bubba” said Gail, “I’m sure the boys will be able to help him.” She has eternal faith in the fellows that make up most of the Lunch Bunch.

“Tell us what it is you’re trying to do,” she said. “This time give us the particulars so the experts at the table can get you pointed in the right direction.”

Brad’s dilemma

“Okay,” said Brad, “here’s what’s going on. I have a charity website and one for my business. I bought a really cool plug in for the charity site and liked it so much I decided to use it on my new business site, too. So the Charity is also connected to a membership site and all the promotion was going in to active campaign where we had a series of interactive touches to get people to go to the charity site and sign up. Now, I’m thinking of using a money management tool as a giveaway to get people to get involved but I want them to understand that the freebie comes from my business and oh yes, I want to get them to give me demographic data so I can go back to them with personalized suggestions for what to use in the money management tool.”

Rick asked, “Just what demographics are you looking for?”

Brad replied, “Name, e-mail, age, sex, marital status, children, income, assets, state they live in.”

He started sketching on a computer pad, talking his way through it.

Step 2. Offer the service in your promotions and include a link to the sign up on the web site

Step 3. Don’t ask for more than Name and e-mail.

Step 4. Capture the data in your current Contact Relationship management system. Don’t worry if you’re not directly linked there is probably an API available from Zapier.

Step 5. Automate the e-mail response that links to the money management system after you have done it manually for a while to see what the volume is

Step 6. Do a drip campaign to encourage use of the money management system. Use their name to personalize.

Step 7. If you feel you must personalize using demographic data, do a survey among users of the freebie. Don’t expect more than a 10 percent response.”

Brad’s jaw dropped. He sputtered, ‘but, but, but I really want to have the same level of sophistication as the big guys do.”

“No,” I said, “You want the prospect to believe you are as sophisticated as those outfits they see on TV. You want them to think and feel and believe that not only are you as good but actually a better deal but they are not going to get a truly personal touch from filling out forms on a computer.

Bubba had the last word, “I reckon you been barkin’ up the wrong tree ol’ son. Way I see it is you ain’t lookin’ at this situation from that potential customer’s viewpoint. You want to make those folks happy? Try comin’ at it from their end of the stick.

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and Business Development on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com 
Blog: www.JerryFletcher.net