Shawn Blanc wrote an excellent article regarding marketing etiquette for app developers that really struck me. It’s a must read, even if you don’t develop software.
The crux of what I got out of Shawn’s blog post is this:
Take the time to familiarize yourself with the person and their work before contacting them.
I can’t emphasize this point enough. Within the last two days, I have received no less than 5 marketing e-mails that were blatantly copied and pasted. These e-mails dive right into what they are promoting, without giving any ounce of consideration to the fact that I may not care at all. (Think annoying door-to-door salesperson.)
If you want to get my attention about a comics project or service (particularly if you are promoting something), please do the following:
- Familiarize yourself with my work. Let me know that you have at least read my work in your e-mail. Otherwise I think you’re a marketing droid. It’s okay to be specific – in fact, it’s the hallmark of sincerity. You can also interact with me on Twitter. Better yet, buy something from me. Then you’ll really get my attention. :)
- Customize your e-mails. I hate receiving generic e-mails that look as if they were copied and pasted and mailed to half a dozen other creators first.
- Be positive and confident. The shy, self-effacing e-mails are a turn-off.
Check out my crappy comic.is not going to make me want to visit your site.
- Don’t ask me for a link exchange. Seriously, don’t. If I like your comic, I’ll probably say some nice things about it on Twitter.
- Don’t ask me for an in-depth critique of your work. I’m busy. Besides, there are message boards for that sort of thing.
- Make good stuff. If you’re going to invite me to look at your work, impress me.
To quote Shawn,
Good marketing gets people to show up the first time; a good product will get them to show up the 2nd and the 3rd time.
Wise words, indeed.