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Warning: Don’t Do This Unless You Want to Damage Your Brand

By Tom Ruwitch / May 6, 2021 /

My friend Ted Prodromou reached out to an old friend on LinkedIn the other day. He just wanted to say, “Hello” and catch up. The friend replied instantly… …with an automated message… …that said, “Subscribe to my YouTube channel.” That’s it. Nothing else. No “Glad to hear from you, Ted.” No personal comments. Just an…

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The Right and Wrong Way to Win Prospects’ Trust

By Tom Ruwitch / April 22, 2021 /

Stephanie Michelle was hunting for a job, and she wanted an edge. So she dished out $29.95 for a 7.5 ml vial of “Liquid Trust.” The product description on Amazon says Liquid Trust “can help people gain the trust of others.” Great for sales people, job hunters, and anyone else who wants others to “feel…

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How to Keep Avengers from Attacking You

By Tom Ruwitch / April 20, 2021 /

I’ve been thinking about revenge. A movie made me think it. A movie called “Promising Young Woman” that I saw last weekend. It tells the story of a 30-year-old Cassie, who exacts revenge on men who mistreat women. I won’t give away the details. I’ll say only that the movie made me cringe and laugh…

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Man fleeing...

How to Make LinkedIn Cold-Callers Flee

By Tom Ruwitch / February 16, 2021 /

I get slammed by cold-call LinkedIn connection requests.  They usually start with something like this… “I visited your website and was really impressed…” or  “I read your profile, and we seem to have a lot in common…” or “It looks like you do some great work…”  My favorites are the ones that make it seem…

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Bill Murray Hates This and So Do Your Prospects…

By Tom Ruwitch / February 4, 2021 /

Happy (Belated) Groundhog Day. Silly holiday.  GREAT movie.  I love the scenes with Ned Ryerson.  He’s the insurance salesman who went to high school with Phil (Bill Murray’s character).  Groundhog Day after Groundhog Day (see the movie if you don’t know what I mean), Ned accosts Phil on the street and pitches insurance.  “Have you…

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Why Happy Customers Don’t Show You The Love

By Tom Ruwitch / January 28, 2021 /

For the last few months, my wife and I have skipped trips to the store and ordered groceries for home delivery.  You know… the pandemic and all.  Here in St. Louis, Missouri, USA, we have several options. We prefer one called Shipt.  Why? Because the shoppers communicate well with us and consistently delight us.  We…

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This Milkshake Mishap Reveals Mucho About Marketing…

By Tom Ruwitch / December 3, 2020 /

When my daughter suggested last night that we order delivery from Shake Shack…  …rather than have yet another night of leftover turkey for dinner…  …I thought, “That’s the greatest idea EVER!”   Red meat, topped with bacon and orange cheese. Yum.   But what really had my mouth watering was the thought of that shake…  …that sweet,…

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This Email Made Me Laugh — For The Wrong Reasons…

By Tom Ruwitch / December 1, 2020 /

Every so often, I browse my junk email folder to see what the spammers are up to.  I always come across something that makes me roll my eyes and chuckle…  …like this one from a lender:   Subject line: Equipment Financing That’s it.  No website address. No call to action. No benefits. No story. No nothing…

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He Picked the Worst Time to Pitch to Me

By Tom Ruwitch / October 1, 2020 /

A cautionary tale:   Earlier this week, I was helping a client move a website. He registered his domain with GoDaddy, and I spoke to their customer support before moving the site.  Everything GoDaddy told me was wrong, and when we moved the site it came crashing down.   I launched a chat with GoDaddy support and…

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Why Stick-to-the-Script Syndrome Could Kill Your Business

By Tom Ruwitch / September 29, 2020 /

Back in March, when the pandemic was a fresh, new misadventure for all of us, I wrote this email asking why the local traffic reporter needed to do her thing every morning — even though no one was driving to work.   I concluded that she and her station kept doing their thing because that’s what they do.…

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