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Has Your Marketing Turned Into Anti-Marketing?

If marketing is everything you do in the business to attract, convert and keep customers and clients then what happens if your marketing doesn’t work?

It may have become anti-marketing.

What is Anti-Marketing?

Anti-marketing provides a reason for your marketing messages to be ignored and for potential customers to leave you and for existing customers to look elsewhere..

This isn’t a new idea. Rosser Reeves (the man who invented the Unique Selling Proposition) in his classic book Reality In Advertising says “The people who read and remember your advertising may buy less of your product than people who are not aware of your advertising at all. Your advertising, in other words, may, literally, be driving away customers.”

This is very bad news and shows that while marketing messages may be creating awareness, they may also build up resistance.

Anti-Marketing Is All Around Us

I see anti-marketing every day and so do you.

My email inbox fills up with marketers who are actively practising anti-marketing.

They train me to ignore their messages and to eventually unsubscribe.

How do they do that?

  1. By sending me stuff that is irrelevant and no possible interest to me.
  2. By constantly pitching me. I want value from my relationships and not constant “buy me” messages. Yes there has to be a balance because if you don’t make an offer, then you won’t get much action.
  3. By sending me fluff that sounds interesting before I click but has no real value. It just wastes my time and makes me angry when I realise I could have been doing something much more productive.
  4. By sending me stuff that is the same as everyone else is sending. This is the big drawback of affiliate marketing for product launches. The constant barrage of emails may break down resistance for some but it builds up resistance for others – both for the product being promoted and for the sender of the email.

Why Ant-Marketing Works Against The Business

Every time you ignore a marketing message, you increase your chances of ignoring it again unless you think “That’s sounds interesting but it’s not quite the right time for me.”

Persuasion expert Robert Cialdini, identified the need to be consistent with what we’ve said and done in the past as one of the six factors of influence.

The more we do something, the more it becomes a habit. Something we want to do and believe is the right thing to do.

The less we do something, the more we think it’s a bad idea.

You see this with social media and why some people love Facebook and Twitter and use them all the time and many others try it once or twice, don’t get the point and then give up.

It’s the same with anti-marketing.

Ignore the contacts or marketing touches and instead of feeling bad that you’re missing out, you start to feel good. You’ve resisted temptation. You’ve taken back control of your life. You decide what you do and how you spend your time.

And when you feel good about ignoring marketing, you’ll do it more.

The Latest Example Of Anti-Marketing

Google Plus is the latest big thing in social media and I’ve become very aware of the impact of anti-marketing and I’m probably suffering from it as well.

When somebody who is a big name connects, I look through who they follow to fill in the gaps of who I’d like to have in my circles. I see plenty of names I’m familiar with and I ignore them.

Some I don’t know what they do – they’ve failed the 3 word branding test. They’ve had my attention in the past but it hasn’t been a strong enough connection for me to find a position in my mind.

Others I know what they do, but I haven’t been impressed. They’ve got a place in my mind but it’s not a good place.

Both are victims of anti-marketing.

Marketing Isn’t About Appealing To Everyone

Sometimes it’s right.

Perhaps I’m not their sort of person and vice-versa.

I was talking to a branding expert yesterday and I said that some people thought my Profit Tipping Point video was unprofessional. To me it’s a bit of fun and presents important parts of my marketing message in a light-hearted way. Those who think it’s silly are probably not my type of person, and we wouldn’t work well together.

It’s fine to polarise. In fact, I think you need to because attracting some means repelling others.

Since I’ve been self-employed and particularly since I stopped working with corporates, I’ve been very keen to take away any thought of the “stuffy, boring, patronising consultant” image.

I want you to succeed, I know my stuff and I want us both to have fun.

Perhaps that should be my tag-line.

Anti-marketing is happening when people you want to have a closer relationship with don’t connect with you, either because they don’t accept that you’re special or unique or they don’t think you’re authentic and genuine in your dealings.

What To Do If You’re A Victim Of Anti-Marketing

First you need to make sure that you stand for something. The three word test is powerful for you to define what you want people to think about you and to then check what they do think about you.

Then, once you’re clear on what you want to say – your main marketing message or theme – you need to carry out a  marketing audit.

If marketing is everything you do in the business to attract, convert and keep customers and clients then what is it that you are saying (verbally, in writing, impressions) and doing.

Does it support the message you want to send or does it contradict or confuse it?

Everything that presents your main message well, is likely to strengthen your brand and relationships. Everything that doesn’t is anti-marketing.

Do You Have Some Anti-Marketing Stories?

Have you experienced anti-marketing and be turned off somebody who you should like?

Or have you been guilty of anti-marketing yourself. I’ve already confessed that it took me a long time to specialise so people didn’t really know what I did.

Please let me know by leaving a comment.

in 4 – Lead Generation

101 Headline Templates That Crush It by GN Reed

The full title of this book by GN Reed is

101 Headline Templates That Crush It: How To Get Your Emails Opened Fast

In my review posted on Amazon.co.uk, I gave the book a rating of 4 Stars. This means it is good and well worth reading.

Here is my book review.

The headline is the “ad for the ad”

All copywriters who get paid for results know the importance of the headline in its role as the ad for the ad.

If you’re sceptical, you just needs to reflect what happens when you read a newspaper, in print or offline. You read the headlines and if relevant it interesting, you’ll read further. Otherwise you don’t have the time to read everything. [continue reading…]

in Best Business Books

Invisible Selling Machine by Ryan Deiss – 5 Stars

The full title of this book by Ryan Deiss is

Invisible Selling Machine: 5 Steps To Crafting an Automated Evergreen Email Campaign That Literally Makes Sales While You Sleep“.

In my review posted on Amazon.co.uk, I rated this book at the Five Stars level. This means I consider it to be Excellent.

Here is my book review.

Very good book about how to structure your email marketing campaigns.

For some years, Ryan Deiss has been one of my three favourite Internet marketing experts because:

  1. He’s active in many different markets, not just the make money online market.
  2. He’s committed to testing ideas and seeing which work best, tweaking and then testing again.
  3. He doesn’t pad out his training with irrelevant details to waste your time.

Those three qualities can be seen in this book as well as his normal, more expensive, training programs. [continue reading…]

in 4 – Lead Generation, Best Business Books

Permission Marketing by Seth Godin

The full title of this book by Seth Godin is

Permission Marketing: Turning Strangers Into Friends And Friends Into Customers

In my review posted on Amazon.co.uk, I gave the book Three Stars.

Here is my review.

A good idea that has dated as our needs change.

You are bombarded with thousands of advertising messages each day. There is only have one way to react to maintain your sanity – to develop a stronger screening mechanism so that the more messages you see and hear, the more you don’t even have to even think about them to ignore.

You literally just don’t see them. [continue reading…]

in Other Business Books

Fitness Marketing by Saman Bakhtiar

The full title of this book by Saman Bakhtiar is

Fitness Marketing: Email Marketing Guide

In my review posted on Amazon.co.uk, I gave the book Two Stars.

Here is my review.

Technical summary of email marketing

After reading this book I’ve realised that it’s possible to write two books about email for fitness businesses:

1 – The technical side of email marketing (this book)

2 – The marketing side of sending emails to customers and prospects interested in fitness (the book I wanted to read). [continue reading…]

in Other Business Books

Why Buying Email Lists Suck But May Pay-Off

Every day I get irritated when I am spammed by some business sending me an email when I never opted in to their list.

To my knowledge, I have never opted-in to any list that didn’t have a “we won’t sell your details” promise although I guess I may have done if the bait was strong enough.

Buying Email Lists Suck

I thought this article has a lot going for it:

>>> Why Purchasing Email Lists Is Always a Bad Idea

Here are the main points:

  • Reputable email marketing vendors don’t let you use purchased lists.
  • There’s no such thing as a good email list that’s for sale.
  • People on a purchased or rented list don’t actually know you.
  • Your email deliverability and IP reputation will be harmed.
  • Because you’re not a jerk.

Unfortunately for every ying, there is a yang.

Buying Email Lists May Pay-Off

Technically sending emails out to these lists may not be spamming but as the receivers have no idea who your business is, you’re not using permission marketing.

>>> What Does Permission In Permission Marketing Really Mean?

However, it can bring you leads and enquiries if certain conditions are met:

  1. You have a great subject line that creates curiosity
  2. The name from doesn’t repel people. Using a business name or brand name that people don’t recognise or know they haven’t given permission is asking to be ignored.
  3. The first few sentences of the email are relevant – beware of the “To protect your privacy images have been blocked” problem that can leave readers looking at blank content.
  4. There is a very strong offer for more information or to buy at an excellent price.

I don’t like this marketing tactic.

Like telemarketers who contact me despite my registration with the Telephone Preference Service to opt-out of marketing calls, I am very reluctant to respond positively to these unrequested and unwanted emails.

It is a numbers game. A big list where there the marketing message is matched to the audience will gain some responses. The economics of the offer will decide if it pays off.

If the marketing message doesn’t match the audience, you are wasting your time. You deserve to be outed as a spammer.

in 4 – Lead Generation

Collecting Customer Contact Details To Reactivate Them Later

Have you ever noticed a fishbowl in a restaurant that has about 20 business cards in the bottom and a little sign next to it asking you to leave yours too?

The restaurant owner does this because he recognises that it’s a good idea to get your details so that he can send you details of special offers.

Of course many restaurants never get around to do anything but it’s a great idea in theory. [continue reading…]

in 4 – Lead Generation, 6 – Revenue Regeneration