The Marketer's Guide to Not Being Annoying

Nobody wakes up and says, "I hope a marketer interrupts my day today."

And yet, most marketing is exactly that — an interruption. An unwanted email. A pop-up you can't close fast enough. A LinkedIn DM from someone who clearly didn't read your profile.

I've been on both sides of this. I've been the marketer sending those messages, and I've been the person deleting them. Here's what I've learned about not being that person.

The Golden Rule of Marketing

Would you want to receive what you're about to send?

Seriously. Read your email draft out loud. Look at your ad copy. Check your DM template. If it makes you cringe, don't send it.

Most bad marketing fails this simple test. It's written for the sender, not the receiver.

Value First, Always

The best marketing doesn't feel like marketing. It feels like someone genuinely trying to help you.

Before you hit send on anything, ask yourself:

• Does this teach something useful?
• Does this solve a problem they actually have?
• Would they thank me for sending this?

If the answer to all three is no, go back to the drawing board.

Frequency Matters

There's a sweet spot between "who are you again?" and "please stop emailing me."

For most businesses, that's somewhere around:

• Email: 1-2x per week max
• Social: Daily is fine, but make it varied
• DMs: Only when you have something genuinely relevant to say

The moment someone feels like they can't escape you, you've lost them. Possibly forever.

The Follow-Up That Works

Here's a follow-up framework I've used for years:

1. First touch: Provide value. No ask.
2. Second touch: More value. Still no ask.
3. Third touch: Gentle ask, referencing the value you've already provided.

By the time you make the ask, they already know you're not just another person trying to take from them. You've earned the right to ask because you gave first.

Be a Person

Drop the corporate speak. Write like you talk. Use contractions. Tell stories. Be specific.

"We leverage cutting-edge solutions to optimize your business outcomes" means nothing to anyone.

"I helped a gym owner double his membership by putting an iPad at the front desk" — now THAT'S interesting.

People connect with people, not brands. The more human your marketing feels, the less annoying it is.

The Bottom Line

Marketing doesn't have to be a nuisance. The best marketers are the ones you actually want to hear from.

Be useful. Be human. Be respectful of people's time and attention.

That's not just good marketing — it's good business.