How to commoditize yourself fast

How to commoditize yourself fast

By Rajesh Setty on Mon 23 Jun 2008, 11:34 AM – 2 Comments

You want to be an “also ran” in the rat race? If so, no worries – technology will help you do that. Quickly.

There are many ways to do it. Really. I have an example of a Business Development email that I received (unsolicited, of course) a while ago. You can read the entire email filled with cliches and claims that are “very common” from vendors of that category.

First, an unsolicited email rarely does the job for a long-term relationship. I think the better way would be to get an introduction from someone. This would mean lot more work upfront. Hence people resort to the aid of technology and blast emails en-masse and hope that a “small” percentage will respond favorably. In fact, a small percentage of them may respond back – almost validating their original premise. In turn motivating themto continue to do what does not work really.

Anyway, back to the point, please read through the email and you will notice that the sender tries his or her best to be one among the many. He or she has followed all the best practices and the current buzzwords to ensure that he is “compliant” with the crowd – in the process eliminating himself out of the race. What is lacking in the email is simply that he or she has failed to show why the offer is “relevant” to my business and failed to establish a relationship prior to adding me to the list of recipients.

Technology provides a great competitive advantage if used right. It will also prove to be a “competitive disadvantage” if used wrong.

Have a great week ahead.


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2 Comments so far, Add Yours

Karthik Sundaram  on June 24th, 2008

Rajesh: you raise a point, and I am curious to see how many responses the sender would have raised. While email marketing has become a “free” (against paying print and postal for a direct mail) platform for services providers to use, the efficacy of such a tool would be to able to customize the message based on who the client is. I am sure you would have received a call too, because your email ID would have shown as “active” in the sender’s email report (because you downloaded and opened it). Perhaps it is an opportunity for an entrepreneur to work out a platform where real intelligence can be married to real communication. Cheers!

BlogReader  on July 5th, 2008

Looking for some of those phrases on google I found this similar letter

However in this one SPAN claims to be 13 years old.

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