Cautionary Tale: How to Waste Money and Repel Prospects

I came across this quote from Bill Gates the other day that makes a ton of sense:

The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.

For 19 years, I ran an email marketing software company called MarketVolt. I know Gates is right…

…and not just about technology. This idea applies also to marketing copy and automation.

Marketing automation software is more common than a 3-leaf clover.

And business people crave such software. They think it will be an easy button for their lead generation and sales. So they spend a lot of money and wait for the magic to happen.

But as they chase automatic magic, they lose sight of something far more important: The stories they deliver through that marketing automation software.

So with thanks to Bill Gates, I offer the first two rules of marketing automation and storytelling:

The first rule of any marketing automation used to attract clients and close sales is that automation applied to powerful stories will magnify the client-attracting power. The second is that automation applied to weak stories will magnify the prospect-repelling weakness.

In my upcoming book (release date TBA soon), I dive into this idea.

Here’s an excerpt from the book’s first chapter. It’s a story about my clients — some of whom focused more on automation than on how to tell more powerful stories. It didn’t turn out well for those clients…

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I encouraged anyone who would listen to power-up their stories — before they focused on fancy tools and tactics.

Some listened. Some didn’t. Some of our clients left MarketVolt and invested in fancier, more powerful email marketing tools. They thought a software upgrade would make the difference.

Every day, we hear about another shiny new tool that claims to be a “game-changer” or promises to take your marketing “to the next level.”

They have names like the Zillion-Dollar Funnel System, the Sure-Fire Social Media Machine, or the Magnificent Marketing Automation Motor.

Tempting tools for business people who want a marketing fix.

I get it. I’ve been tempted, too.

Here’s the thing, though: Those fancy-schmancy tools and tactics DON’T WORK…

…unless you get your stories right.

If you’re dishing out feeble stories, you’ll generate feeble results — even if you deliver them through the fanciest, most powerful marketing automation tool in the galaxy. I’ve seen it happen time after time after time.

So before you upgrade your marketing technology, upgrade your stories. Before you set up powerful marketing funnels, power-up your stories. Before you pitch products and services, polish your stories.

This book will help you do it.

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The book will be published in a few months. Until then, I’ll occasionally share little bits from the book as I’m writing it.

Meanwhile, I’d love to hear what you think about this. Click the button below to share your thoughts! I’d be grateful for your feedback, and I’ll reply. (And if you post a comment, please give my post a like or a love while you’re at it!)