"Ever since the term 'engagement' snuck into the picture," says marketing strategist Greg Ciotti, "marketers have been blowing smoke about how important it is to regularly engage with customers, touting the untold benefits of regular contact
"The problem is that this belief couldn't be further from the truth. Most consumers do not care about how much you engage with them -- and I have the data to prove it."
Ciotti's data comes from an article in the Harvard Business Review, "3 Myths about What Customers Want." I'll save you the trouble of reading the article: the myths are that 1) customers want relationships with brands, 2) interactions build relationships and 3) the more interaction, the better.
According to HBR's study, 77% of people say they don't want relationships with brands. But, of the people who had established brand relationships, 64% of them say that "shared values" are the main reason they maintain those relationships. (This fact will become important later.)
In light of the 3 myths, the writers of the HBR articles suggest you should change your marketing strategy in the following ways:
This advice isn't completely rotten, but there's enough poison in the cup to cause some real damage.
When so-called market "experts" are give advice based on what people say instead of what they do, watch out.
Unless you've been sleeping through class every day, you know how I feel on these matters. In tomorrow's email, I'll show you MY data and let you decide which one more closely matches your entrepreneurial experience.
P.S. If you say you have trouble writing emails that make sales, what you should do is click here. .