#FridayFails - Go for the Guilt Trip

Another #FridayFails example courtesy of Dave Brock. This one follows an older pattern that I've not addressed in a while--Guilt. See below with my commentary.

==Begin 1st e-mail <<Yes there will be a series>>

Subject: Enquiry <<Yes this is from the UK, but not exactly a compelling subject>>

Hey David,

As a really brief intro, I'm [name] and between acting out scenes from Frozen with my two little boys (yep, boys - why couldn't they just have been obsessed with dinosaurs or spiders?? Deep Breath - let it go [name]), I design infographics here at [companyname] <<A creative intro, but totally irrelevant to Dave and Dave's business>>

Anyway, I'm sure you're super busy so I'll keep it short.

I've created an infographic titled [name]. It's a light-hearted piece highlighting some of the most challenging types of customers and includes some strategies for coping with them (all in good fun). <<Okay, but what is the relevance to Dave>>

I've been tasked with the job of raising awareness around the graphic (in the hope that people actually like my work lol <<Guilt effort>>) and wonder if you thought it might be something entertaining for your audience? <<Okay, a reason for reaching out to Dave, although no effort to indicate why she approached him in the first place>> If not I completely understand, I'll just lose my job <<GUILT>> and won't be able to eat for a month (think of my poor cats). <<GUILT again, but if she was paying attention to what she wrote, she would have had me worrying about her boys>>

Would you mind very much if I send it across for you to take a look at? <<Why did she not go ahead and attach it in the first place? That would raise awareness, but maybe not responses.>>

Thank your for your time David! <<Exclamation points always spur action!!!!!>>

Kindest regards

[name and contact info]

===End 1st E-mail

After this first e-mail, she did not give up. She sent a second e-mail, 4 days later. This one played less on guilt, but tried to get interest with a SpongeBob graphic and some mention of the content in the infographic. The second e-mail was all about her again. No relevance to Dave.

Then a third e-mail about 1 week later.

===Begin 3rd E-mail

Hi David,

Just me again - I'm starting to feel like a bit of a pest lol. I hope I'm not coming across as one (be nice haha) <<lols and hahas soften the reality>> I just really hoped to hear your thoughts on my infographic. :) <<Great to add a smilie>>

To make it worth your time, I'd be happy to write you an intro to accompany the infographic (if it was something you wanted to share on your site) <<Aha, this is nto looking for feedback, she wants Dave to use it on his site>>.

Would you mind if I sent over a link to it so you could take a quick look <<Again, not sure why she doesn't just send the link>>? Of if there is somebody else there that deals with your content publishing, I'd be extremely grateful if you could forward me their details? <<Now it is clear that she has done no homework. Dave is one of the most prolific content publishers I know. And, it always comes across as his voice. You feel like you are talking to Dave when you read his stuff.>>

Thanks in advance David! (again exclamation point for the win

[contact info]

===End 3rd e-mail

Now some of you may wonder why Dave can't respond to her. Well, she has not made this about him. She has not shown any preparation. And Dave has to spend his time forwarding these e-mails to me (kidding). Actually, there is no link to value for Dave, so he has no obligation to respond.

Finally, this saga ends with a 4th e-mail. I'll spare the details but the entire tone of the 4th is a combination of attempts at raising guilt and then condescending comments about his lack of response.

The net of this story is there was some creativity, but no connection to Dave. To take that much effort at being creative and not make it relevant to your audience is a shame.

There is potential here, by simply turning the creativity around to focus on value to Dave and his company, to indicate why she thought the contact was useful for Dave--and her, and to avoid the tacky tactics of guilting people to responding.

Don't duplicate this. Be Better.