Related In: Simple Marketing Errors

> I’m using LinkedIn to keep up with my professional contacts and support them with introductions. Since you are one of many people I suggest, I wanted to invite you to access my network o-n LinkedIn.


> Basic account is free, and it will take less than a second to sign up and join my system.

I have received well over 35 invitations like this, phrased almost precisely the same way. I learned about by searching the Internet. The senders have acted surprise…

Like me, have you received email announcements like these?

> I am using LinkedIn to keep up with my professional connections and support them with introductions. Since you are one of many people I recommend, I wanted to ask you to gain access to my community o-n Linked-in.


> Basic membership is free, and it takes less when compared to a minute to sign up and join my network.

I have received more than 3-5 invitations such as this, phrased almost precisely the same manner. The senders have acted surprised and offended that I didn’t jump to benefit from this invitation.

Let us go through the issues in this request from the marketing viewpoint.

* The vast majority of the invitations I received were from people whose names I didn’t recognize. Why would I desire to be part of their community? The request does not say who they are, who they have access to and how I’d reap the benefits of their community.

* What is Linked-in, how can it work and what are the benefits of using it? No-one has yet explained this clearly in their invitation. You can not expect that some one receiving this invitation knows what you’re asking them to join or how it’d be beneficial to them. It’d be useful to have a passage or two describing how it works and mentioning a specific effect the individual behind the request liked from membership. I found out about find out more by browsing books in the library. It might be that people believe that since ‘basic account is free,’ the typical individual of the request may proceed and join. But even when it can not cost money, joining would devote some time. You still need to ‘sell’ people o-n going for a free activity, particularly with respect to an activity or organization that could be unfamiliar for them.

* No one took the time to head off possible misunderstandings or objections to the membership. As a non-member of Linked In, I am worried that joining would open me up to a lot of e-mail and telephone calls that would waste my time and by which I’d have no interest. Again, you can not suppose that some thing free is therefore enticing; you should imagine why some-one might have doubts or dismiss the concept and address these arguments.

* Using a canned invitation that is almost exactly the same as everyone else’s does not create a good feeling. You’d want to give your personal stamp to it, even though the text provided by Linked In were powerful, which it is not.

Other than being irritated that they are obviously encouraging people to send announcements that make little sense, I’ve nothing against Linked In. Perhaps it’s a good business. My position is that its members need to use common sense and basic marketing maxims to promote busy, skeptical people to give it the opportunity..

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