Don’t mislead me again and again throughout the process. What about the phrase “Download Now” suggests anything about taking me through a process of filling out a three part form to then filling out a twelve part form? Why can you not be honest with me in the initial exchange? Convince me of how valuable this resource is to me and then be straight! Tell me that I can access this resource after simply completing a quick form. And ALL of these except the challenge question are required. Now, instead of my name and email address, they wanted my name, email address, phone number, website URL, company name, number of employees, my role, department, CRM choice, services provided by my company, and my biggest challenge in marketing or sales. Instead, this page scrolled down to another form!
My assumption was that I was going to receive a new email with the actual download link this time. So I filled out my name and email address and clicked “I’m Ready to Download!” Because I had already been tricked once, I didn’t assume at this point that a download would begin. I’ll provide my basic contact info in exchange for this hopefully valuable resource. But no downloads were initiated by clicking this link. Let me download it and see what it’s all about.” So I clicked the “Download Now” button, assuming “Download Now” meant that I would be downloading the kit now. I thought, “Yeah, I’d be interested in checking this kit out. Here is the primary value proposition and CTA of the email: This morning I received an email from a top marketing and sales platform. But can we pull back just a little? Or at least give out some portion of the truth in our communication? We’re all bending truths in our own ways in order to gain attention, glorify a product, gather information, and so on. “You can play a shoestring if you’re sincere.” – John Coltrane And be you in a way that makes others’ lives better for following and listening to you being you. There’s already plenty of noise to go around. But don’t let your lust for likes, retweets, and follower growth devour your authenticity. Use your analytics to craft engaging content. And if you know me, you know how much I rave about automation tools like Buffer, but you can’t let them get away from you.įind a way to use automation to your advantage.
We become tone deaf robots, all banging the same notes. The problem starts when we swing so far to this side that we depart from who we (or our brand) really are there’s no soul left in it. We can craft our content to incite the responses we want and then sit back and watch it happen. Unlike Coltrane, we actually have the capabilities to know what the customer or follower gets and what they feel.
Coltrane saw music as a medium to uplift people and “help humanity free itself from its hangups.” And while he desired for his music to be received well, it never clouded him from writing music that came from the depths of his soul music that was true to who he was, not just on how the listener would respond. He also desired for it to have a deep positive affect on the listener. To him, his music was a way to paint a picture of his spirituality and life experiences. When Coltrane crafted a jazz piece, he described it as an expression of the inner most parts of his being. We really have everything we need for crafting the most likeable, shareable, retweetable pieces of content. With the vast array of analytical tools and research out there today, the amount of information we can gather on our followers and the insight we have on content engagement is seemingly endless. When it comes to social media, there is a fine balance between creatively staying true to yourself or brand and becoming an numbers-driven lifeless robot. Being so inescapably a part of it, I’ll never know what the listener gets, what the listener feels, and that’s too bad.” – John Coltrane “Sometimes I wish I could walk up to my music for the first time, as if I had never heard it before.