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Soft Sell Sales and Marketing Create Relationships Not War
Ben’s point was that he’s had spammers ask about how they can do blasts on MailChimp. They’ve turned a lot of potential customers away for using that term because it shows they don’t understand permission based marketing. I left a comment asking what term he uses then for legitimate mailings of email newsletters and for mailings about events to everyone on your list at once. Ben’s reply was “@John – I’d call it an ‘event invitation’ or ‘weekly email newsletter.’”
He got me thinking about the term “blast” from a different angle than spammers. It’s a very hard sell expression with roots in the idea that sales and marketing is war. It’s for that reason my friends Judith & Jim, founders of the Soft Sell Marketers Association, suggest soft sell marketers use “invitation page” for the opt-in instead of “squeeze page.” I agree. I feel squeeze page has a very unfriendly, manipulative sound. Likewise, I agree with Ben about getting away from the term blast, but because it doesn’t fit the image of soft sell sales marketing which work to build trust and relationships instead of conquests. Nevertheless, his suggestion is too cumbersome.
The reason I liked using blast before to describe these two mailings is that it was one simple word. And my experience with people is that they want simple terms not two lengthy ones. So I’m going to propose the expression “simultaneous mailings” to replace “blasts.” Yet that’s not short enough so how about “sim-mails”?
What kind of user friendly term do you want to contribute to this discussion? What do you feel can catch the imagination of soft sell Internet marketers?
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