It’s amazing we all aren’t marketing geniuses.
That’s because we are subject to so many poorly designed and downright insulting marketing pitches that everyone should know what not to do.
Recently, I was subject to a campaign to get me to renew my membership in a marketing organization.
I wasn’t much interested in re-upping, so I was able to objectively evaluate the marketing program as it was presented. Mostly, they sent letters. The first letters were cheerful, optimistic, and friendly. Though not persuasive. The organizations failed to provide the kind of “stop what you’re doing” testimonials that would convince anyone that they too should be members of the organization.
If I didn’t get a whole lot out of my membership, I’d at least want to know that someone else did, which might make me think all I needed to do was follow their suggestions a little more diligently.
After the chirpy letters, however, came an entirely unexpected maneuver, what I will call the “put down.” Don’t laugh, someone out there in marketing land had decided the best way to keep me in was to level insults.
They weren’t personal, you understand. The letter said many people (you mean a lot of people don’t renew?) weren’t serious about their careers, and expected to become wealthy or famous by doing absolutely nothing for themselves, and didn’t appreciate the value of the membership, and the company can’t really do anything for people like them.
The exercise brought to mind Woody Allen’s bit about never belonging to a club that would have someone like him as a member.
Of course, I laughed and the letter went into the trash. What kind of business draws bees to its hive by spraying them with vinegar? What could you say about an organization that spends its early efforts trying to cheer you up, and then lowers the boom as a last resort? Well, I guess they didn’t really mean all those nice things they said about me, or I guess they’re using this as an intimidation tactic.
Or they spent the price of a stamp to tell me they just don’t care.
Obviously, in these miserable economic times, marketers are under pressure to make a number and most of us get it. But don’t resort to insulting customers. Most of us have enough negativity coming over the wall without having to pay for it.
