Joined In: Standard Marketing Mistakes

    Paul Downey
    By Paul Downey

    "> I'm using Linked-in to keep up with my professional contacts and support them with introductions. Because you are among the people I suggest, I wanted to invite you to gain access to my network o-n Linked-in.


    "> Basic account is free, and it requires less than a second to register and join my network.

    I have received well over 3-5 invitations like this, worded almost exactly the same manner. The senders have acted surprise...

    Like me, have you ever received announcements like these?

    "> I'm using LinkedIn to keep up with my professional contacts and help them with introductions. Because you are one of the people I recommend, I wanted to ask you to access my system on LinkedIn.


    "> Basic account is free, and it will take less than a second to register and join my network.

    I've received well over 3-5 announcements similar to this, phrased almost exactly the same manner. The senders have acted upset and astonished that I did not leap to make the most of this request.

    Let us go through the problems within this request from a marketing viewpoint.

    * The vast majority of the invitations I received were from people whose names I didn't recognize. Why would I want to be a part of their network? The invitation doesn't say how I'd reap the benefits of their system and who they're, who they've use of.

    * What's Linked In, so how exactly does it work and what're the advantages of using it? No one has yet explained this clearly within their request. This stylish article has many dazzling aids for the inner workings of it. You cannot expect that some body receiving this request knows what you're asking them to participate or how it would be advantageous to them. It'd be beneficial to have a passage or two explaining how it works and citing a particular result the person behind the request loved from membership. It could be that people think that since 'basic membership is free,' the normal person with this request will go ahead and join. But even though it can not charge money, joining would take time. You still need to 'sell' people on going for a free action, especially with respect to a task or business that could be unfamiliar to them. If you have an opinion about illness, you will maybe desire to research about

    * No body took the time to head off possible misconceptions or objections to this membership. As I am worried that joining would open me up to a lot of mail and calls that would spend my time and in which I'd have no interest, a non-member of Linked In. Again, you can't suppose that some thing free is thereby enticing; you need to imagine why someone could have doubts or dismiss the concept and address those objections.

    * Using a canned request that's almost the exact same as everyone else's does not produce a great impression. You'd want to give your individual stamp to it, even when the text given by Linked-in were powerful, which it is not.

    Other than being irritated that they're apparently encouraging visitors to send invitations that make little sense, I have nothing against Linked In. Perhaps it is a good business. My position is that its members have to use good sense and basic marketing maxims to promote active, suspicious people to give a chance to it..