Entry By Jason Brick
Robert Fulghum's book All I Really Need to Know I Learned in Kindergarten was first published in 1988. Its meteoric success spawned posters, parodies and a musical—as well as a four-book deal for Fulghum. The title essay applies basic rules of early childhood to everyday adult life.
SMS marketing isn't kindergarten. It's fast-paced, adult, technological and all about return-on-investment. But that doesn't mean you can't improve your campaign by remembering a few of the basic rules from when you were 5 years old.
Share and Share Alike
Social connections and word-of-mouth are core parts of a successful SMS campaign. Solicit your recipients to share your texts and bring others into the fold. Make it worth their while, with coupon offers for bringing a friend.
Take "No" For an Answer
Don't send messages to people who opt-out of your text message subscription. It's against the law. More importantly, it's bad sales karma—you won't sell to that person anyway, and you’re risking not selling to people he knows.
Dare to Dream
Remember how in kindergarten people always said you could be whatever you wanted? Dare to aim high for the results your SMS campaign will bring you. Use it to reach those goals.
Don't Take What Isn't Yours
Copyright laws apply to text messaging. If you steal an idea, give credit to the originator. Don't use intellectual property in your campaign unless you've received permission from the owner.
Enjoy Art Time
Get creative with your text campaign. The world is full of "Buy One, Get One" virtual coupons. The more you make your message stand out from the others, the better it will perform.
Flush the Toilet and Wash Your Hands
This isn't about your bathroom habits. It's about establishing good hygiene with your day-to-day activities. If you systematize your approach to SMS, you'll never make rookie mistakes like running out of ideas or misreading your performance numbers.
Live a Balanced Life
In kindergarten, you spent a little time each day on reading, counting, playing, art, food and naps. Make your SMS campaign a study in variety by including a wide array of modalities and messages.
Marketing may be complex, but most of its core truths are surprisingly simple. Observe these lessons from a simpler part of your life, and you'll find your SMS campaign taking off.