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Duke Getzinger
Thought Coach/Marketing Therapist
Holland, Ohio
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How auto-responders killed the potential business deal

Knock, knock. Who’s there? Nobody. Nobody who? Nobody who knows a damn thing about marketing.
Written Oct 30, 2009, read 842 times since then.
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Knock, knock. Who’s there? Nobody. Nobody who? Nobody who knows a damn thing about marketing.

You know we all sit up in our ivory towers worried about our children and the social impact that computers and the internet are having on them today. How they would rather run home from school and IM back and forth with their friends on Facebook, who all live on the same neighborhood mind you, rather than grab a ball on a beautiful day and have a healthy pick-up game or go out and climb a tree in the local field. Yup - there’s no doubt in our minds that they are going to become social misfits because they spend more time online than on the playground.

Look at them? LOOK AT US!

Before the internet what were we like? We didn’t email one another. We didn’t communicate with auto responders, webinars and videos. We took the time to get to know one another and develop a relationship over a phone call or a cup of coffee. Now all we try to do is find a better app that will allow us to clone ourselves so we can kill two birds with one stone. In the process we shoot ourselves in the foot, because in this microwave society that we live in, personally contacting multitudes of people has become impersonal. And if you’re on the receiving end, chances are - you take it personally.

Thanks to network marketing and the vast array of tools available to us today, marketing has become less of an “intentional science” and more about simply playing a numbers game, leaving potential opportunities on the side of the road. A perfect example of this is the use of Twitter direct messages.

When I was interviewed about Twitter in the August issue of Entrepreneur Magazine, I referred to it as “a single guy’s one-liner tool, the proverbial “is this seat taken?” I went on to say that “Twitter has replaced email as a way to introduce myself and start a dialog with someone who may not return my phone call or respond to my email.” What I failed to point out is that for all of its advantages, Twitter is unfortunately one of the most underutilized PERSONAL marketing tools available to us today.

Now don’t misunderstand me, I didn’t say under-monetized, I said underutilized. Lord knows there’s no lack of products out there that will show you how you can gain 50,000 followers in only two days.

The fact is, when you follow someone chances are you will receive one of two things. Nothing at all or, an auto responder direct message that thanks you for the follow and asks you to either visit their blog, check out their website, etc. Sad but true.

I recently decided to conduct my own micro-experiment. I hand selected and followed exactly 100 people. Of the 100, practically everyone followed me back. Next step - direct message. This is what I sent…

“Michael, thanks for the follow. Are you reading this or are your DM’s automated? I ask because I have a question regarding what you do – Duke”

As you can see, I personalized it not only by addressing them by their first name and providing them with mine as well, but I put their name as the first word in the message in order to grab their attention and separate my message from the others that they receive. Out of the 100 that I sent, only 9% responded. Now of course that could mean any one of several things.

1.) They’re not interested in having a dialog with me

2.) The DM’s that they receive are directly sent to their junk folder

3.) They receive way too many to read them all

4.) They follow anyone who will follow them

5.) I’m having a bad hair day

6.) OR, for them, everything is on auto-pilot

However one thing is for certain, 91% of them potentially missed out on a great business deal, joint venture, network partner, strategic relationship etc… all because they never saw it coming.

Direct messages, instead of being an unbelievable tool have unfortunately become a formality.

Learn more about the author, Duke Getzinger.

Comment on this article

  • Internet Sales Consultant 
Seattle, Washington 
Howard Howell
    Posted by Howard Howell, Seattle, Washington | Nov 01, 2009

    Duke... Interesting observation. I enjoyed your micro-survey.

    Additionally, I find it strange the number of people that want to join your network and then when you attempt to engage with them sincerely by offering them some useful information, they accuse you of spamming them.

    Why did they want to connect with you in the first place?

    The technology has enabled us to connect easier, but there seems to be a race on for quantity of connections over quality of engagement. I agree, a lot of opportunities are being lost.

    BTW. I don't have any miles to trade, but I may follow you because I like your viewpoint. Don't feel compelled to follow back. Keep posting good thoughts. ...Howard

  • Portrait Photographer 
Everett, Washington 
Julie Celeste
    Posted by Julie Celeste, Everett, Washington | Nov 01, 2009

    I sent a personal email to someone that listed his business email...addressing them by name, written personally to them, and they responded "do not spam me". Hmmm?

  • Thought Coach/Marketing Therapist 
Holland, Ohio 
Duke  Getzinger
    Posted by Duke Getzinger, Holland, Ohio | Nov 01, 2009

    Howard:

    Thank you for your kind words.

    There is truly a disconnect in the modern business climate. Everyone is so busy networking and making connections that they seem to forget who they are actually connected to, which simply decreases their value.

    The key is to balance your networking venues so that they don’t become unmanageable and leave you scratching your head trying to find a way to take advantage of what you’ve built. When it becomes too overwhelming, the true strategic value and advantage, in my opinion, is lost.

    If you don't have any miles to trade you can always swap your services or perhaps something in your attic for a free ticket. It's a game of the haves vs the have-nots. Think of it like an eBay, only the currency is miles.

    Don't forget to send me some info on Monday's tele-conference.

    Duke

  • Thought Coach/Marketing Therapist 
Holland, Ohio 
Duke  Getzinger
    Posted by Duke Getzinger, Holland, Ohio | Nov 01, 2009

    Julie:

    Have you corresponded with this individual before? If not, for future reference you may want to make mention of how you came about his contact information in the introduction portion of your email, this may put the matter at ease.

    Duke

  • Internet Sales Consultant 
Seattle, Washington 
Howard Howell
    Posted by Howard Howell, Seattle, Washington | Nov 09, 2009

    Duke... Thanks for joining me on the call last week. You have shown by example a "relevant" connection via an online social network platform. The value of our connection has a potential for future collaboration, all because of a "real" connection, not an auto-responder. I look forward to a mutually beneficial relationship. ...Howard

  • Thought Coach/Marketing Therapist 
Holland, Ohio 
Duke  Getzinger
    Posted by Duke Getzinger, Holland, Ohio | Nov 09, 2009

    Howard... It was my pleasure. Thank you for providing the open forum - Duke

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