From garish promotions to inundating your customers with too much information, Gordon Ramsey is one of the kings of marketing.
For some, this may be a stretch to take tips from the kitchen out to your email, but, honestly, business is business, and marketing is marketing.
So, in the second part of this series, we're going to continue on with the tips from the world's preeminent swearer.
Crappy Products Never Sell
If you've ever watched "Kitchen Nightmares," you often watch Chef Ramsey saying a glib, but relevant prayer before each initial meal. To paraphrase Chef Ramsey, his little statement goes something like this: "Dear Lord, please don't give me food poisoning."
Usually, after this, he investigates the kitchen, bathroom, and deep freeze, finding molding food, raw chicken thawing next to produce and general disgustingness.
What does this mean? Well, if the basis of your product is crappy, then everything you do is crappy. Your customers will be perpetually unhappy.
Real Life Email Marketing Application
For email marketers, this practical application goes beyond just your product, per se. With email marketing, what truly matters is your content. If that's poorly executed, slapped together at the last minute, then it's the same as providing molding tomatoes in a salad.
If your content – your first and most consistent impression – isn't up to snuff, then your customers will not return, unsubscribe and possibly tell others not to work with you.
A poorly executed email consists of lackadaisical grammar and spelling, a convoluted message or even garish promotions. If the basis of your product – your content – is a rotten tomato, you're guaranteed to lose the majority of your customers.
Remember this awesome piece of advice from Chef Ramsey, "It's the flavor that holds the memory."
Isn't it so surprising that when restaurants are in trouble they crank up their prices?
Let's go back in time and look to economics extraordinaire, Adam Smith, the genius author of "Wealth of Nations." If there is high demand, then it's a rational conclusion that not only do you have a desirable product, but also it means that you can demand a more competitive price. If there is low demand, then your product isn't meeting the demands of the consumer and that needs to be some tweaking to your products.
As Chef Ramsey says, "#$%&'ing ridiculous prices!" isn't the best sales and marketing strategy.
Real Life Email Marketing Application
As mentioned before, your email marketing campaign is one of the top means to connect with your customers. Your email is the invitation to your products, and where you truly spend the time to push your products (and prices!).
Again, as mentioned in Part 1, there is a fine line to walk between promotions and regular prices. Here, we're strictly talking about your everyday, in and out, prices. Its critical to always keep an eye on your prices, especially from the feedback you receive (and not!) from your customers.
Chef Ramsey always asks of his struggling restaurateurs is what cuisine they're known for. Though many of these restaurateurs offer "Nouveau British" or "New American Cuisine," they usually serve sub-par versions or offer a crazy mixture of several different types of fare.
What Chef Ramsey does is focus on what those restaurants do best and help them create a niche, tailored to their market. By specializing, Chef Ramsey not only cuts down on extra and unnecessary work but also carves out a métier (specialty).
Real Life Marketing Application
Promote what you're good at, especially in your email marketing campaign. Whatever you're known for is what your marketing strategy needs to focus on. Offering a smorgasbord of products leaves your customers' choices diluted. So, for each email marketing campaign that's sales driven, highlight only one product. And, take a critical eye at the spread of your products. Look to what you're great at, and cut the rest.