Adonis Diaries

Posts Tagged ‘permission marketing

 

 

 

Goals, strategy and tactics for change

The Goal: Who are you trying to change? What observable actions will let you know you’ve succeeded?

The Strategy: What are the emotions you can amplify, the connections you can make that will cause someone to do something they’ve hesitated to do in the past (change)? The strategy isn’t the point, it’s the lever that helps you cause the change you seek.

The Tactics: What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy?

An example: Our goal is to change good donors to our cause into really generous donors.

Our strategy is to establish a standard for big gifts, to make it something that our good donors aspire to because it feels normal for someone like them.

And today’s tactic is hosting an industry dinner that will pair some of our best donors with those that might be open to moving up.

If you merely ask someone to help you with a tactic in isolation, it’s likely you won’t get the support you need. But if you can find out if you share a goal with someone, then can explain how your strategy can make it likely that you’ll achieve that goal, working together on a tactic that supports that strategy is an obvious thing to do.

And it certainly opens the door to a useful conversation about whether your goal is useful, your strategy is appropriate and your tactic is coherent and likely to cause the change you seek.

A tactic might feel fun, or the next thing to do, or a lot like what your competition is doing. But a tactic by itself is nothing much worth doing. If it supports a strategy, a longer-term plan that builds on itself and generates leverage, that’s far more powerful. But a strategy without a goal is wasted.

Spam according to  Seth Godin

What is spam?

Spam is commercial, unsolicited, unanticipated, irrelevant messaging, sent in bulk.

It’s the email you didn’t ask to get, the junk in the comments that’s selfish and trying to sell something, the robocall on your cell phone from a company pretending to be Google Maps.

Some spammers will tell you that all you need to do is opt out.

But of course, the very problem with spam is that it requires action on the part of the recipient, action that can’t possibly scale (how many times a day should we have to opt out, communicating with businesses we never asked to hear from in the first place?)

People are smart enough to see that once spam becomes professionally and socially acceptable, all open systems fall apart.

Spam is in the eye of the beholder, and so my definition of permission marketing kicks in: If the person you’re communicating with would have missed you if you didn’t show up, you have permission. On the other hand, just because you know someone’s email address or phone number, just because you have figured out how to automate a captcha or hack a discussion board doesn’t mean you’re welcome there.

What to say to the business person who says, “sure, that’s fine, but how do you get permission in the first place? How can I get noticed without spamming people to get started?”

The two answers:

1. spend some cash and buy socially acceptable, scalable announcements called advertising. Or

2. Tell ten people.

It’s easy to count how many sales you created by spamming a list.

Harder, but more important, to count how many people you burned all trust with.

Trust, as we know, is the essence of connection and transaction, and spam is the radioactive antitrust device.


adonis49

adonis49

adonis49

January 2021
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