Connected In: Fundamental Marketing Faults

> I am using Linked-in to maintain with my professional connections and support them with introductions. Because you’re one of many people I recommend, I wanted to ask you to access my community o-n LinkedIn. Discover additional information about by navigating to our thought-provoking essay. To get different interpretations, consider taking a peep at:


> Basic account is free, and it requires less than a minute to sign up and join my network.

I have received well over 35 announcements similar to this, worded almost precisely the same way. The senders have acted surprise…

Like me, have you received mail announcements like these?

> I’m using LinkedIn to maintain with my professional contacts and support them with introductions. Since you’re among the people I suggest, I wanted to ask you to access my network o-n Linked-in.


> Basic account is free, and it requires less than a second to register and join my system.

I have received above 3-5 announcements similar to this, worded almost precisely the same manner. The senders have acted hurt and surprised that I didn’t leap to reap the benefits of this invitation.

Let us go through the problems in this invitation from the marketing viewpoint.

* Almost all of the invitations I received were from individuals whose names I did not identify. Why would I wish to be part of their community? The request does not say who they’re, who they have access to and how I’d reap the benefits of their network.

* What’s Linked In, how can it work and what’re the benefits of using it? No body has yet explained this clearly within their request. You cannot expect that some body receiving this invitation understands what you’re asking them to participate or how it’d be beneficial to them. It would be useful to have a passage or two describing how it works and stating a specific effect anyone behind the invitation enjoyed from membership. It may be that people assume that since ‘basic membership is free,’ the typical individual of the request will go-ahead and join. But even when it can not charge money, joining would take time. You still require to ‘sell’ people o-n taking a free activity, particularly with respect to a task or organization that may be different to them.

* Nobody got time to head off possible misconceptions or objections to the account. As a non-member of Linked-in, I’m concerned that joining would open me up to a lot of e-mail and calls in-which I’d have no interest and that would waste my time. Again, you can’t assume that some thing free is thus enticing; you need to imagine why someone may have doubts or dismiss the concept and address those arguments.

* Using a canned request that’s almost exactly the same as everybody else’s does not create a great feeling. You’d wish to give it your personal stamp, even though the text provided by Linked In were effective, which it’s not.

Besides being irritated that they’re apparently encouraging individuals to send announcements that make little sense, I have nothing against Linked In. Perhaps it’s an useful business. My position is that its members need to use good sense and fundamental marketing axioms to encourage active, skeptical people-to give it the opportunity.. This commanding article has a pile of pushing lessons for how to deal with it.