Forum Discussion

ShaneKetterman's avatar
ShaneKetterman
Contributor 2
5 days ago

Would You Use This?

Hey,

I'm sure we all use the same marketing tools to send to our customers, but to be honest, that's not actually building any sort of relationship. I myself get them and delete them. Money on the table is when a customer does not come back, remember you, or gets sick of the marketing.

Enter something radically different. Ever heard of relationship automation? I'll give you an example.

Current SMS/Email: "Hey Mike! Just a friendly reminder — we're running a spring AC special. 15% off if you book this week!" — Jerry, Acme Plumbing (our customers delete this)

Relationship Automation: "Hey Mike! Did you see the Broncos schedule just dropped? They open at home Sept 7 — here's the link if you want to grab tickets early: broncos.com/schedule" — Jerry, Acme Plumbing

That will BLOW their minds and they will forward that, refer work, etc. Another example?

"Hi Sarah! Time for your annual tune-up. Book now and save 10%! →" - Mike, Comfort Air HVAC

"Hey Sarah! How's Cooper settling in? Found this great puppy training guide specifically for goldens — a friend swore by it: akc.org/golden-puppy-guide"

— Mike, Comfort Air HVAC

I'd love to know your thoughts. Traditional marketing is dead. This is next-level stuff that has real ROI.

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2 Replies

  • HandyManCEO's avatar
    HandyManCEO
    New Member
    1 day ago

    This idea is interesting. I can comfortably relate to some clients and create stuff like this that is genuine, then with others I just have little in common and it would seem silly or forced. I think your examples would seem forced when coming from me. 

    And then there's the logistics. If this is going to work it would need to be tailored to each client's interests. That's a lot of effort for each relationship.

    I would more likely respond to an automated reminder that it has been a year since I had something done that I should do yearly than a text or email that has nothing to do with the context of my relationship with that person. In fact, I think more than one or two random subject texts or emails would probably have me hiding or stopping their communication entirely.

    I would really love to see some real data on this. I realize I am not just like everyone else, but without hard data showing great results I would not risk my professional relationship status by trying to market like I am their buddy, even if the logistics weren't extremely difficult.  -TJS

    • ShaneKetterman's avatar
      ShaneKetterman
      Contributor 2
      1 day ago

      Thanks so much for the reply! Yeah, there's really good data to show that reminders get deleted and don't lead to referrals so that's money on the table. With this, it's super simple and takes about 30 seconds to either import the information, or, you get a daily reminder to call in and just dictate it. 

      I see your point though. The difference here is based on reciprocity. Marketing missed this and that's why it's better to give more than take. When we sent out texts with reminders and "deals" they become noise. That's what is happening.

      But, when you do something truly remarkable, even a simple text that is thoughtful, then they refer, they remember, etc. It's a signal to noise ratio and you become the signal, not the noise. But I would love to provide some hard data!

      I can say without a doubt if I received something that was personal and thoughtful, I would refer and rehire that person/company in an instant. But the other stuff I get? I delete.