Comments on: Professional Blogging For Dummies (my book), bad pitches and news from Liberty Mutual’s Responsibility Project

By: Megan

Megan — Sun, 18 Jul 2010 17:50:46 +0000

Susan! Congratulation! I know how hard you worked on the book and I can’t wait to read it. Thanks for including me!

By: Average Jane

Average Jane — Fri, 16 Jul 2010 14:14:33 +0000

Hey, I got the ceviche pitch, too. It must have gone to every blogger in the universe for me to get it.

Looking forward to getting your book! I’ll hold out and buy it at BlogHer so I can get the official autographed version.

By: Tweets that mention Professional Blogging For Dummies (my book), bad pitches and news from Liberty Mutual’s Responsibility Project | Marketing Roadmaps -- Topsy.com

Fri, 16 Jul 2010 14:13:11 +0000

[...] This post was mentioned on Twitter by Susan Getgood, Susan Getgood. Susan Getgood said: today's post on Marketing Roadmaps – news about my book and more bad pitches from my inbox http://is.gd/dt906 [...]

By: Tim Johnson

Tim Johnson — Thu, 15 Jul 2010 17:48:29 +0000

Agree as well. At the point the prospect self-defines out, the transaction becomes a learning process. The marketer HAS to recognize the change in the conversation and respect that. The persuasion element is gone for good. The opportunity to learn something or correct errors is there if they ask nicely.

By: Susan Getgood

Susan Getgood — Thu, 15 Jul 2010 17:13:55 +0000

Tim — I agree that disagreement can create opportunity for mutual exploration and increase in knowledge for both parties. The more germane element in the advice to move on is the first part of the statement –this pitch is not for me.

If the person self-defines that they are NOT interested, you run the risk of pissing them off by pushing it. Move on to a more receptive target. If in fact, it would have been good for the initial target, they’re more likely to get there on their own if you respect them and move on than if you push push push trying to change their mind.

By: Tim Johnson

Tim Johnson — Thu, 15 Jul 2010 17:01:19 +0000

Interesting correlation between your blog and testdrivenmarketing.com today WRT your diabetic friend. I don’t know all the details but this is a collision between two subject matter experts (I’m giving the marketing company the benefit of the doubt).

Rather than disengage and move on, this is the perfect opportunity for that SME at the marketer to do a reality check on themselves and engage your friend in more depth. A real SME will always take the opportunity to learn new stuff and especially to revisit old assumptions or data. When an acknowledged expert or target calls your facts into question, that is the perfect opportunity to engage, check facts, compare data, etc. You both could learn something.

Of course, the marketer could have been outrageously wrong or making stuff up. If they were, then there’s no hope for them and the ruthlessness of the market will sort that out in a hurry. However, if the marketer had new data or different data then it was the perfect opportunity to engage your friend and develop them into an advocate.

An SME who is comfortable or smug about their expertise will hurt rather than help. An SME that is always challenging themselves, LISTENING to customers, etc. is a valuable asset.