Are you trying to be everything to everyone?

Recently, I received an email from a person I had never met.  The subject of the email said "Our services can definitely support you."  Curious, I opened the message.

In the opening paragraphs he stated: "I give all kinds of business support to all kinds of businesses, whether big, medium or small to excel at every stage of life"...and then he went on to describe everything he does, and believe me the list was extensive.

By the time I was finished his "introductory" email, I was left wondering how he had time to know the ins and outs of marketing, creating Web sites, writing business plans and business developments, financial analysis, bookkeeping, guidance for religious holidays (I kid you not, and you get my drift).  The list was lengthy.

To be honest, it sounded like a joke. This person, who had no understanding about who I was or what I did, wanted me to hire him as he could do absolutely anything and everything for any type of business.

I know this is not a typical marketing piece by any means, but it really emphasizes my point.  You have to write your message to one individual - that is, your ideal target market.  And before you hit send, know if the person you are sending it to fits the mark.  Otherwise, you're wasting everyone's time, especially yours.

Emailing blindly is a waste of time.  Usually, the message will hit the junk folder.  A brief introductory letter is far more effective when mailed in the traditional manner...and only focus on one product or service and how that would benefit your potential client.

Don't confuse a mass message with mass marketing.  Clear, concise, compelling, and targeted...that's when the magic happens.

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