As a business owner and also as someone who helps businesses grow, I often times see very questionable actions taken on the part of business owners or presented to them. Sometimes they are rather innocuous or expensive. Sometimes a play on words without substance attracts a business owner and like a fish drawn to a lure, they strike. Thousands of dollars in worthless marketing goes out the window, thousands of dollars for new gadgets go out the window, thousands of dollars in advertising go out the window. I say out the window because those spending the money cannot describe or identify the slightest accurate return on those dollars. I cannot call that Return on Investment because as it turns out…it wasn’t an investment. The business owner just threw their money at something, out the window, and hoped.
In the last few months, I have been on the receiving end of a unique solicitation. These people know nothing of my business, they don’t know anything about what I do. Yet, they send me an e-mail, with the Subject Line, “Lead Generation and Appointment Setting Program”, worded like this: