Please accept all cookies to ensure proper website functionality. Set my cookie preferences

It amazes me how some people and organizations succeed even when they screw up. Many of us at MarketingProfs have discussed the need for consistency in building a solid brand. When we exceed customer expectations, we score. But what about those who don't walk the talk. How do they stay in business?

Case in point - a CPA I know. He's very good at marketing his business: sending regular e-newsletters, hosting social events, advising clients of tax changes, deadlines, etc. Yet, I'm in the market for a new accountant. Why? He doesn't get back to me in a timely fashion and sometimes needs a second contact before following up. His e-mail responses are ambiguous. I feel like an imposition. I even referred a friend who experienced the same thing. What good is the informative newsletter and the after work food if the service sucks?
Case #2. I went to to find a local tennis league I could join. I found something promising and e-mailed a question. The reply came in the same day, but here's what it says:
We group players of similiar skill levels by their zip codes in order to limit drives as much as possible. Our goal is to make the league as convenient and fun as possible. Thanks.
Best regards,
XXXXX Tennis League
Sponsored by [major sports company]

The first thing I noticed is that the administrator didn't use his/her name in the e-mail signature. Does that sound fun and welcoming to you? Seems very distant and unfriendly to me. Secondly, where's the "thank you" for contacting them? How about a call to action or a link to the registration page or a simple, "I hope you join us. Don't hesitate to contact me if you have other questions."
Almost every week, I encounter missed opportunities on the part of businesses, people and organizations. They succeed in spite of themselves. Maybe I'm just tuned into this stuff as a marketer, but it just seems like common sense is often lost.
What do you think? Is it me?

Continue reading "Some People Succeed in Spite of Themselves" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel

Content Resources

You may like these other MarketingProfs resources related to Content.

10 Content Marketing Trends to Watch in 2022 [Infographic]

Directional data, content proliferation, and instantaneous demand are some of the content marketing trends to keep an eye on this year, according to a recent infographic from Search Engine Journal.

Convert Prospects With the Power of Case Studies

A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.

How to Add Audio Content to Your Marketing Strategy

Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.

Five Ways to Improve Content Quality Signals on Landing Pages

Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.

Eight Lessons Learned From Giving 100+ Webinars

Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.

The World Is Looking for Thought Leaders. Could You Be One of Them?

Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.