Daily I receive pitches from those wanting their content posted on the blog - or at least mentioned.
Not once in the past six months have I given the thumbs up. Instead, I just roll my eyes at the ham-handed attempt at influencing an influencer.
The most common fault with their approach is the tone. It's smug. And smug is the kiss of death in all marketing communications in this upside-down era. If you're smug, that signals you're out of touch with so much complexity and fast change.
How are the pitches smug? In 3 fatal ways:
Not making explicit what's in it for me. The context is sales. Yet the approach is self-involved.
Assuming the material has inherent value. There is no connecting the dots about why constituencies would benefit from the posting.
Failing to custom-make the pitch. Obviously, no time was invested in creating a one-on-one connection.
The new game in marketing is to eradicate the self from the selling process. Smug is nothing but total preoccupation with the self.
So, personality is out.
So are brandnames.
Previous track records matter less when outcomes in business is a matter of what we do or don't do in the now.
This isn't really new, though. In "Death of a Salesman," Willy Loman is trapped within himself. That's no platform for pitching. He becomes invisible.