Thursday, January 14, 2010

Too much transparency!

I found a link recently to a good article on “negotiating with difficult people” at the site.

As a consultant myself in content marketing, I think it imperative that businesses selling their smarts (AKA “thought leaders”) provide free content such as this to attract prospects’ attention and build respect for their expertise.

But that doesn't mean you broadcast what your intentions are. Letting people know they're just "leads" to you makes people feel they're being manipulated, rather than served.

Carnegie’s mistake? Look at the URL they choose for the page that hosts the story:

Maybe most people won't notice the phrase “lead nurturing tips.” Nonetheless, this takes transparency too far. People want to be treated as individuals, not "leads."

Yes, providing relevant content is a marketing tactic. But most businesses use phrases that sound less mercantile. Examples: Free_stuff. Premium_content. Welcoming_wisdom.

Business should make customers and prospects feel they're being valued, and respected. Not hunted.

Cross-posted from

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