A motivational speaker gives her tips on business success

Debbie Mayo-Smith: Is your marketing dumb, lazy and wasteful?

Nothing works as well as a smartly executed content based email marketing plan for your business, Debbie Mayo-Smith writes. Photo / Getty Images
Nothing works as well as a smartly executed content based email marketing plan for your business, Debbie Mayo-Smith writes. Photo / Getty Images

Is it me being stupid or are the vast majority of small businesses just plain lazy (or worse dumb) when it comes to marketing?


Personally I cannot comprehend why this:

• American (penchant for shopping)

• Mother of 6 (lots of different retail needs)

• Master(?) of two dogs and two cats

• Well heeled (willing to spend)

• Technologically fit (can be communicated with by email, sms, mms, video, social media)

• Shopper (at malls and stores at least 4 times a week)

Is so very rarely asked for my contact details when out spending money. Literally thousands of opportunities missed each year.

Loyalty Cards? Ha!
Don't fool yourself. Who has loyalty nowadays? I have no loyalty.

I just collect cards. I simply clock up my free-bee's on so called loyalty cards. Loyalty programs based on handing out pre-printed 'come back to us' cards are a misnomer. Perhaps 'Passive Freebies' is a better name.

Your Problem
How can you control bringing your customers back to you when you want, if you have no way of communicating with them? With 'stamp 'em' cards you can only wait passively for your customers to return to you.

What's the point?
From the self employed professional, to the trades, to the small business owner to the national retailer, how can brick and mortar small businesses be so universally skewed, short sighted and wasteful? How can management not see what should be so blatantly obvious?

The larger the company, the larger the open bucket pouring fabulous amounts of money on 'mass advertising'. Commercials. TV and print advertising. Circular drops. Radio. Inserts. Social Media. While these strategies accomplish their goal of bringing customers to the front door — everyone makes the fatal mistake. The tap is then turned off.

The dumb, lazy, wasteful
How sad there is no money; no thought; no time invested in trying to capture information about your customers with your goal to personally communicate with them again and again and again — bringing them back to you in a cheaper, targeted more personal (what's in it for them) way.

Nothing, let me say it again, Nothing works as well as a smartly executed content based email marketing plan for your business. Full stop.

- NZ Herald

Debbie Mayo-Smith aka Ms Effective, gives speeches, seminars and trains on sales and personal productivity. Debbie helps you get more done in less time and increase profitability. Sign up for her monthly quick tip newsletter here. To have Debbie speak at your next event or train your team call 64 27 575 5359 or visit her website.

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A motivational speaker gives her tips on business success

Debbie is one of the most in-demand speakers in Australasia; in the top 7pc of speakers globally and well-loved for her practical, plain talking technology quick tips. A best-selling author of sixteen books, Debbie has sharpened the activity of over 1 million individuals around the world through her presentations, training, newsletters, books and videos.

Read more by Debbie Mayo-Smith

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