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Clever vs. obnoxious marketing

Posted by Michael Bloch in web marketing (Sunday December 21, 2008 )

Always beware an Internet marketer who says “I’m not going to BS you” and if you get one who mistakes being clever with being a utter prat; teach him a lesson by not buying whatever he’s hawking.

I’m on a lot of lists as I like to keep in touch with what’s happening around the traps. There’s always someone going a bit over the top with their spiels and up until recently the obnoxious award went to a well known marketer whom referred to his subscribers as “devotees” – and he wasn’t having a joke.

But he’s been topped by “D”, a once reasonably well known young “guru” who caught a bit of media attention a while back and who I assume is starting to suffer from fallen star syndrome; reminiscent of the Bart Simpson “I didn’t do it” episode.

“D” was selling an info product which is probably just rehashed “get rich quick” type stuff you can find easily for nix, running through all the usual types of hooks, but ended with this:

“P.S. I’m not gonna be politically correct and wish you a “Merry Winterfest” or any BS like that. If you’re offended I’m making you a seasonal kickass offer, you can get the hell off my list.

P.P.S. Seriously. Like… You’re either A) totally retarded or B) so self-obsessed you’re self-destructive in your belief that a 14-year old can’t show you how to change your life. Freaky”

Needless to say, I would have got the “hell off his list” right away if he had bothered to include an unsubscribe link.

And who’s the “totally retarded” one really? Me for not falling for the poorly presented spiel, or him not for observing basic etiquette and email marketing principles?

He wants to hope that his mailing list services provider doesn’t get a ton of complaints over this mailout; I’m sure they wouldn’t be impressed with their service being used in such a way.

Maybe Santa will give him a little humility as a gift this Xmas – there’s a big difference between clever marketing, using confrontation as a call to action… and being downright obnoxious. Feisty can work, but being plain rude, insulting and immature can lose a subscriber/customer for life. Don’t risk it with your list.

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