Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

5 Reasons Your Mailer Sucks

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Even Hank turned his nose up at the postcard

We got a postcard in the mail today from a John L Scott agent who obviously bought a list of homeowners in our area. It’s an awful postcard with all sorts of issues and assumptions about us. So, I thought I’d take the opportunity to share 5 reasons this postcard sucks and hopefully save you from yourself (or me judging you).

  1. Spell my husbands name right. On the plus side, the address was hand written, so I didn’t just automatically throw it away. On the downside, he spelled his name wrong. I’ll be gracious this round about how it was only addressed to my husband and not me. I’ll assume it was the list he got and not that he’s stuck in the 50’s.
  2. I’ve never heard of this guy before- but good news, “We (heart) referrals!” know your audience folks- don’t introduce yourself by asking for a referral, it’s tacky
  3. “I HAVE SOLD NEARLY 600 HOUSES” is a good stat, but not quoted in all caps. STOP YELLING AT ME!
  4. There is so much content on this flyer and starbursts and boxes, I have no idea where to start reading and what the point is (okay, I know the point, but let’s just have one please) which should be: I sell houses, I know your neighborhood because I sold a house down the street (at about $75K less than I bought my for, so thanks dude) so if you don’t know any other real estate agents, you should call me.
  5. Your headshot (okay full body shot) makes you look like a used cars salesman. Just sayin. (also, maybe I just had 4 reasons…)

Recommendations: I Should do this More

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When I work with another service provider on a project I try my best to thank them and make sure to let them know if they need something to holler. But I am not good at going that extra step and writing them a quick recommendation. The other day someone I’ve done work with recently popped up on my weekly LinkedIn updates email. It was just the reminder I needed that she did such a great job I should take 2 minutes and write a recommendation for her LinkedIn profile.

How often do I do this? Rarely, I’m terrible at it. How often should I do it? Weekly or monthly. What if once a month you took 15 minutes and publicly acknowledged those people who you have worked with who did a great job? What’s the worst that happens? They’re appreciative and tell people about you. There is no bad idea here.

And now LinkedIn makes it easier and faster with their Endorsement program. When you look at someone’s profile you will be prompted with a list of “skills” they are known to have, and you can endorse the skills that you agree with. EASY.

No more excuses, go recommend AND endorse someone else this week.

The No-Opt-Out Opt-Out

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I got an email the other day from someone I’ve met a few times while networking. He’s a financial planner and added me to his newsletter list. Fine, I’ll just scroll to the bottom and opt out because I have a financial planner, and let’s be honest, I’m not going to read this stuff. And then I scroll to the bottom and realize there’s NO OPT OUT OPTION!

Not only is this illegal but it’s rude! I come from a networking background where you don’t just add business cards to a newsletter because you met them briefly at a networking event. If I drop my card in your fish bowl at an event, sure I expect to get a couple emails (with an opt out option) but if I met you at an event, enjoyed your company and then start getting email from you with out an option to opt out, you quickly end up on my list. And as my husband can attest, it’s not a great list to be on.

So, how do you deal with emails where there’s no opt out option? Do you have a blanket response you send to folks? Do you send it to a junk folder? Do you send them a big ranting email? Or do you just delete it an make a mental note? Maybe I’m just too Pacific Northwest Passive Aggressive…