The word “solution” is probably one of the most often misused words in copyrighting–especially in high tech.  In fact, everything seems to be “a solution.”  Is this correct? Why yes.  But if everything is a solution–does that mean your product is everything?  See the point? It is too vague–or in simpler terms, it is an unarticulated word.  It is also a lazy word–for lack of thinking enough to call it what it really is.

Or are we actually trying to hide what our product is, or perhaps we are being “creative”–what,  by not actually articulating our product?  I don’t think so–especially since solution (replace “solution” with the word “everyone”) is using it (whatever “it” is–sounds Clintonian to me).

BTW, we should not use the word “solution” just because we see it so frequently and think it is in style, or acceptable (I even wonder… nahh, I’m not nuts!)–most folks don’t have a clue about what makes effective copy (even many so called marketing folks (shameful abuse of a title)).  Monkeys copy other monkeys–want a banana with that copy?

I was responding to a question within a forum from the owner of a high tech product website said that nobody could understand his product.  I went to his website.  On his product page he used the word “solution” over 60 times!  I then copied the text, replaced the word “solution” with “crap” and posted it on the forum.  I then explained that he obviously had very “crappy” copywriting.  And if you are selling a “solution”–then what exactly are you selling?  Sounds like fertilizer to me.

For heaven sakes, carpet is a solution, law is a solution, paint is a solution, a light bulb is a solution, corn is a solution, dog food is a solution–exactly which solution is your product?  You can replace solution with just about anything–again, an un-articulated word.  The only case where the word solution has to be used is when describing a liquid solution in chemistry.  Uhh…if you are selling chemical solutions–then ignore everything I’ve just said.

Heck, I’m surprised a high-tech marketer hasn’t named his kid “Solution.”  Or, since it seems to be used to describe all the products, then perhaps solution 1, solution 2, solution 3 (any more solutions and he would have to be a Mormon or a Catholic).  At least then he would have an entire family of solutions–sounds like a chem lab!

As such, whenever possible, the word solution should not be used to describe a product–it is just bad copywriting (period).  Is it software? Then call it software.  Is it a network interface card–then call it a NIC (we love acronyms) or something–just not a solution!  Is it CRM software?  Enough said.

But STOP calling everything a solution. If for the life of you, you don’t want to “call it what it is,” then don’t be lazy–get a Thesaurus (there’s one built into Word–or you can Google it).  Hearing everyone call their product a solution (even “solution” selling) just ticks me off and makes me waste time writing ditty’s like this one–which, by the way, is also a solution (to fix bad copywriting).

Ted Finch aka Chanimal

• Some will bounce back if they are invalid (your system should tag these so they don’t get more emails to a non-existing account)
• Some recipients may click on UNSUBSCRIBE to be removed from your list (your system should stop sending them automatically)
• Others won’t click on the unsubscribe—instead they will reply to the email with REMOVE $#$%^#@@.
• Others won’t click anything, but they’ll call you and say REMOVE $%@#^&#@@$ (yep, it happens).
• Some reply by asking questions – you will want to respond
• While some will just purchase or sign up (depending on your promotion) – yeah!

With a three part email, the bounce backs and the auto unsubscribes won’t get another email from your system (it will handle these automatically), but everyone else will get another email, unless you:Manually remove everyone from items 3 – 6 above from your list.

• You will want to TAG (usually add a column and put an X or other symbol per type in your spreadsheet) them in your master database FIRST (so you have a record of it), but then
• Remove them from the ongoing list.
• Then… send out your next email in the batch.

This all occurs with your original list. To complicate things, you may later get a new list you from another database.  Or you get a list from an alliance partner, etc.  The main thing—you MUST have a master list to compare and de-dupe these other lists against—or you could send another batch of emails from another lists to partners who have already said &^&^(*&( STOP!  ?

Steps to follow when you are ready to get started

1. Confirm your email system is up and running (some systems take 24 hours before your special email URL is setup).
2. Load the FIRST email into their system. Follow the instructions of formatting an email (another thread)
3. Create a SMALL Test List (database) with just the internal team.
4. Proof the test emails when they come in. Make sure the name is using the name from your database (using the variables) and that the formatting and links are correct.
5. Take your CLEAN database and make a copy in the spreadsheet tab (if using the generic list). Then delete all columns but the name, company, phone, website and email (the critical identifying information). This way your email application won’t freeze if it finds missing fields like previous levels, etc.—plus you won’t need that information. Then import THIS list.
6. Then send your first of the three recruiting emails–preferably so they arrive during working hours.

Formatting errors often come from copying text from Microsoft Word into gmail or similar web-based email systems and sending it). If you send a test email to yourself (if using gmail–>gmail) the formatting appears normal. The error most likely is occurring for users opening your emails with Outlook–which a lot of people are using. Other mass email systems often have the same problem.

How to fix bad formatting errors:

1. Copy content from Word to your email draft
2. Highlight all the content and click the button furthest to the right of the text bar located at the bottom of the email draft screen (looks like a Tx). This removes all formatting.
3. Delete extra spaces that usually come up, change font size—you usually want 14 pt because of the higher resolution monitors (or fix anything you deem as off)
4. Send the email. It will be received without formatting errors!

Example of spacing errors (the first shows what you thought you sent–the latter shows what was received):

Sometimes you can use your CRM to send out mass emails. Some desktop apps will allow unlimited number of emails (i.e., Goldmine, etc.).  You can send large email campaigns (including your own monthly customer newsletter (sometimes to hundreds of thousands of customers)) easily if you have your own server.  However, there may be email volume limits if you are using an ISP.

Internet Service Providers (ISP) or Hosting Service

If you are going to send from your personal computer and use an Internet Service Provider (such as Time Warner (now Spectrum)) to send emails, they will usually have a limit on your account to reduce the number of total emails per hour–the same is true if you use a self-hosted CRM or email software that resides on an ISP (such as BlueHost, GoDaddy, Gator, etc.).  If you contact them they will sometimes remove it, but they will usually raise the limit—so you’ll need to know the maximum number of emails per hour so you can set this parameter in your software (some CRMs have the option, most dedicated email software has it).

You should always be careful with emails sent from your own URL (whether you have a direct connection or use and ISP), so your domain name reputation is not harmed (put on a global black list by crowd-sourced anti-spam apps (the more people who click your email and classify it as spam, the more they block you from everyone’s list).  So you should only use your own URL for an internal, or verified double-opt-in list that should have up-to-date information for fewer bounce-backs and there is less chance recipient will report you for spamming (if they do and it is verified double-opt in, you can be forgiven and your ISP will turn your system back on—but clean them out so you don’t get in trouble again).

You will want to create a NEW URL that you will use JUST for large email campaigns. They are so cheap ($5.95 to $9.99). Then if it gets blacklisted, you can start another campaign with another new URL. http://www.partners-YourCompany.com.

If it is an older database that you have not used for a while and may have a lot of changes (even if recipients double opt-in originally), you may wish to use an email cleaning service first, remove the bounce-backs and then use the list as normal.

Email List Verification & Validation Service

Following are a few review sites that list several of these cleaning services along with their rates:

• Top 10 Bulk Email List Verification Services. Review, plus general pricing.
• 10 Best Email List Cleaning Services.  Review site.

CRMs – Web-based (SaaS)

If you use a web-based or SaaS CRMs (like Salesforce) they will usually limit the number of emails per batch, day or per month. For example, Salesforce Pro only allows 250 emails per batch—so you would have to divide a 10,000 person list into 40 groups—which is prohibitive. Other CRM’s may have higher limits, but they also regulate the kinds of lists you can use (since they don’t want their general URL to get blacklisted).

Email Services – Double Opt-In ONLY

All of the popular email services (like iContact, Constant Contact, Mail Chimp, etc.) require double opt-in list or they WILL shut you down (or slow your sending rate) if they get too many bounce backs, opt-outs or spam reports.  If you have a clean, double opt-in lists, then you can use these services. However, many of the lists you receive, including a generic reseller database, have some opt-in and others were pulled from competitor’s websites.  Some of the emails are accurate, and some are old (especially those with the individual’s name—versus sales@ or info@).  As such, you should NOT use one of the popular email services—you WILL be shut down (certainly if you do not clean your own or the generic database first.  For these lists, you will need to use an email service that does not require double opt-in.

Email Services – No Double Opt-In required

There are several email services that will help you with mixed lists. Even still, they may still have a double opt-in requirement, but they don’t enforce it unless the lists get out of hand.  If you pre-clean your lists, you shouldn’t have a problem.  These companies will usually setup a dedicated domain for these campaigns (either new or an existing that you provide)—this way it can be turned off and replaced if for any reason it gets blocked.  You also want to ensure you are not using an IP address from one of these companies that is ALREADY blocked (it happens) or your perfectly good list may be blocked from someone else’s bad campaign (these are questions to ask your provider).

Here is a location that checks multiple DNS blacklists (you will need to ask for the IP address—or you can Google for it once setup):

• Dnsbl.info – checks the blacklist status of your mail server’s IP address on more than 100 DNS blacklists.

Here is what you would LIKE to see:

I have used numerous non-opt-in sites, but I recommend jMailerPro.com (say they “allow purchased lists” and it can also be used to clean your email list).  It usually takes a day from the time you sign up before they have the system and the domain setup.  You will also want them to increase the emails per hour.  If the hourly email rate is low, you can setup an automatic schedule to run the campaign (during work hours is best—higher open rates) over a few days (depending on how big your list is).

Spray and Pray

There are two types of list 1) highly qualified (even competitors) and 2) general.  It is fine to send your campaign to a general list (even if not highly qualified) if you have a product that appeals to a large group. However, if your product is “genome research software” that might only apply to 1% of the entire list, then it is best to avoid a spray and pray approach and just send to a very targeted group.

Is It Spam?

Yes or not–depends. Anything not relevant, wanted, annoying or too frequent can be considered spam (even to a double opt-in list).  Sometimes it is defined as unsolicited and bulk. If the prospect may want the item or offer, then they usually don’t consider it spam (I like getting emails about bikes, video products, legitimate deals for consumer electronics, etc.).

The real question—is it legal?

There is only one USA law regarding SPAM and it doesn’t differentiate between B2C or B2B.  In addition, only an opt-in lists doesn’t require identifying the email as an ad (body of the copy or otherwise)—but everything else is the same (so be aware). Here are the top seven rules:

1. Don’t use false or misleading header information. No phishing or changing from.
2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
3. Identify the message as an ad. You must disclose clearly and conspicuously that your message is an advertisement.
4. Tell recipients where you’re located. You must include a valid physical postal address (street address, a registered post office box, or a registered private mailbox).  This STILL APPLIES even to an opt-in list!
5. Tell recipients how to opt out of receiving future email from you.
6. Honor opt-out requests promptly. You must honor a recipient’s opt-out request within 10 business days.
7. Monitor what others are doing on your behalf. You can’t contract away your legal responsibility to comply with the law.

BTW, you CAN send unsolicited emails to a non-opt-in list—but you must follow the rules for it to be legal (we all hate the emails that do not (no address, deceptive, questionable opt-out—and a barrage of the same emails).

One-on-one emails that are not unsolicited or bulk do not appear to have the same rules (not as much detail available)—but they could. Follow the rules above regardless, just to be safe ($40k + penalty is not cool). I would include your address in the signature you use for this type of email and you may be also be fine using a simple line, “P.S. If you aren’t the right person to contact about this, please let me know,” as the personal email opt-out notice.

See more at the Federal Trade Commission. These are only the USA’s rule, other countries may have different regulations—so be aware.

Check for Spam

There are websites that you can test your email to see where it might raise a red flag. The sites seem to come and go, so just type “Check email for spam” and you’ll see several free or trial sites you can use. Make modifications that make sense. You can’t make all the changes or you won’t have an email, but some are fine. Most systems will give you a 1-5 rating (our typical email template is usually about a 1.5 so is relatively safe).

Best Time to Email?

There are several studies, but the most common answer for B2B is business hours, usually an hour after they have cleaned out the night’s spam.

You will want to check your email service to find out how many emails per day—but more so, how many per HOUR. If you email in the US, you will want to hit the west coast no sooner than 8 am (11 am east coast) and you want to shut off at 4:30 pm on the east coast—so this only gives you a 5 ½ window.  So, either break your list by time zones and send during their best times, or you send batches within this window.

Sometimes it is ask, “Who does what?” or “Who do I go to for…”  Following are the general roles of the channel team.

Channel Marketing Manager.  First they help setup and manage the reseller channel, but then they take on the role as a Regional Marketing Manager once a reseller is up to speed. They typically have a marketing background – some sales is always helpful.  Channel Marketing owns the program.

• Setup the program
• Setup the database
• Mass recruiting – emails, ads, press release, alliances
• Questions, up-front product demos
• Manage reseller database (or PRM)
• Initial reseller setup
• Orientation meeting
• Marketing meeting (get product on website, put on reseller locator, first direct email campaign (driving to a webinar)
• Collaborate on reseller promotions
• Send resellers leads
• Help manage MDF & Co-op budgets
• Newsletter – keep partners up to speed
• Setup Contest
• Sales Meetings – national (webinar)

Channel Sales Manager. They often perform direct sales, but also sales management and have channel sales experience.  Channel sales owns the “people” and the personal relationship. Their job is to help the partners SELL the product.

• Primary role, act as a SALES manager and help the channel to SELL (model calls, coaching calls, motivation, help with high end quotes)
• Personally know how to sell the product
• Do the phone call follow ups – resellers with lots of sales questions and to help them get into the orientation meetings.
• Cold call the list to recruit directly
• Train and Manage the channel sales activity (help resellers to close business – by showing them how)

I occasionally get asked, “Why don’t you have territories?”  In other cases I get asked, “Why should I use Deal Registration.” Following is my response.

Territories

First, let’s first discuss territories.

• Internal Sales. An internal sales can be assigned territories since the company can control overlap by region, product and size (anything 5 or below), etc. They can also be let go if they don’t perform—so that’s why it is so common—but the channel is not the same.
• Overlap. Some resellers work local (Austin, TX only). Others work an entire region (Texas (size of some countries), plus Oklahoma and parts of New Mexico). While others (like Accenture, WiPro, etc.) are national and even international. If you give a reseller Austin, TX, there will be overlap between the regional and national territories or you have to limit some of your biggest resellers (some may have 28 offices across the country). Why have the biggest resellers if you are only going to throttle them back? Also, why give a regional reseller all of Texas when a local partner can do a better job in their town. You could give some national resellers geographic territories corresponding to their regions. But what are you going to do with centralized resellers like CDW that sell billions out of a central location?
• Dead Spots. If you gave a location (Austin, TX (with over 1 million population)) to a single reseller (or to a regional office of a national reseller) you would typically also setup a time frame (they have it exclusive for 6 months, 12 months, etc.) and you usually lock the territory at the beginning of the relationship. You may also setup a quota (5 sales first 6 months)–a performance clause. However, if this reseller does not engage, does not hit their quota, or doesn’t even learn the product—what do you do with a lead in their territory (you picked up 20 leads at the Austin, TX SXSW trade show)? Give it to them? Contractually—yes. Practically?  Heck no! So you have a dead spot in the country and a problem.
• Full Coverage. I had one International company that gave a single reseller all of California. But this reseller only worked locally (50 mile radius–not the entire 840 miles). Another gave a single reseller “Los Angeles.” There are over 240,000 businesses in LA (the 19^th largest economy in the world). There are over 800 resellers in the LA area. This reseller may be one of the smallest, least qualified resellers with very few large company relationships. Was this wise?

Deal Registration

A policy of registering a deal, or Deal Registration, became popular in the late 80’s and has continued since—in fact, every top channel program (that works with VARs, MSPs, SI’s, etc. (not retail)) has some form of deal registration. It helps reduce channel conflict between competing channel partners and with your internal sales department. The deal registration policy has numerous detailed checks and balances, along with additional benefits and is described in detail within the partner portal. Please review.

FAQs

1. Can another reseller still sell the account? Deal Registration provides exclusive benefits, but it does not force the customer to buy from ONLY that reseller. If the reseller can’t close the deal with ALL of the Deal Registration benefits, there is usually another problem—often they don’t have a good (or the best) relationship with the account: maybe they burned them on prior price, or had poor support, or were a pain to work with, were always late, or they may be competing with an MSP that already “owns” the account for most tech products. Some companies have exclusive purchasing agreements (GE divisions were supposed to order from CDW)—but the reseller has to learn about these before spending too much time (or sell “through” CDW – creative). The “market” teaches best and we cannot reward poor behavior or sloppy salesmanship—we can only offer advantages.  There will always be some conflict (they are competitors), but Deal Registration removes most of it.
2. What if the Office takes the order? Sometimes an account may have a question and call the vendor. Or their reseller is not available. As mentioned above, the company should always ask if they are working with a partner. Other times the prospect can’t get hold of their reseller (on vacation), but just wants to get the product ordered. In this case, it is best for the company to take the order (always take the money when the customer insists!)—but it is not a “sale,” it is customer service and the company would usually afford this service to resellers and internal sales (much like a sales manage might help his sales rep that is on vacation—“Hey, that deal came through!”).We would still have to pay the reseller (the full amount) if the reseller registered the deal. Two minutes to process an order is not the same effort as the days, weeks or months to present, follow up, do a mini-trial, overcome objections, etc. and close the sale. Plus, we should always take a prospects money when they are willing to give it to us—we can easily work out the details later. But tie goes to the runner—and the reseller is the one doing the real work.

For example, if I ran out of gas in the country and left my wallet at home, but I have a valuable golf club in my car (the only thing I’ve got worth selling), I can use one of two approaches as I knock on the door of a stranger:

• Question: Sorry to bother you, but I ran out of gas, left my wallet at home, but I have to get to my appointment and need gas. The only thing I have of value is this golf club. I’m hoping to get $50 for it. Will you help?
• Response: Get him Brutus!  (and you’ll spend the next hour sitting in a hot car watching “Cujo” eyeing you like a snack before he heads back to the house).

Or…

• Question: “Sorry to bother you, but I ran out of gas, left my wallet at home, but I have to get to my appointment and need gas. The only thing I have of value is this golf club. I am the former coach for Tiger Woods. Here is a picture of him using this signed club to win his first masters. It sells for $400 new–but this one can probably go on eBay for about $1,000.  I’m absolutely desperate and am hoping to get $50 for it. Would you help?
  Response:  “Honey, break that piggy bank. ‘Am gonna make us an investment.”

It’s all about perspective. You may wish to leverage this when you talk price.

The sales training section includes a Learning Management System (LMS) which has a section about the price savings build-up.

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