Text on Embroidered Cap: Hoover.Apparently there are some people out there who havent gotten the word that the days of mass marketing are over. These troglodytes are still randomly pushing an untargeted, self-serving message on people.
I call this To Whom It May Concern Marketing. I dont know about you, but receiving something addressed "To Whom It May Concern" sure gives me a warm and fuzzy feeling.
This type of marketing just makes people mad. They have enough on their minds without someone trying to elbow their way in with an offer that is of no interest. Typically, the offers are all about the product or service and not about the benefit to the prospect.
Today, whether you are selling yourself with a cover letter and resume or selling a product, it is a one-to-one world.
I frequently receive notes to my email address that are addressed "To Whom It May Concern", or "Hiring Manager", or even "Please pass this along to the appropriate person." These PR job seekers exemplify this bad "marketing" behavior.
I used to respond to these people. Id tell them: if you are looking for a job, it is your job to find it, not mine. Do a little research and find the right person - by name to target before you pull the trigger. Ive stopped responding.
On our website it is not hard to discover that we are a network of independent professionals. This means we dont have employees, and that probably should tell an intelligent job seeker that we dont need or want resumes.
Whether you sell products to customers, yourself to a hiring manager, or story ideas to journalists, you need to target people who have an interest and provide them information about how theyll benefit.
Marketers need to embrace this one-to-one world. Those dinosaurs refusing to do so are destined for extinction.
Harry Hoover is a partner in ad agency My Creative Team. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, The Bray Law Firm, Brent Dees Financial Planning, CruisingTheICW.com, Duke Energy, Focus Four, Levolor, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.
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