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Ok, here’s my thoughts on the “but it works” justification for marketing tactics that are arguably gross, like the condescending “No, I don’t want to get smarter” buttons to decline an opt-in or full-page pop ups.
I promised, so here goes.
*deep breath*
1/x
I promised, so here goes.
*deep breath*
1/x
Ok, maybe this kind of cheap trash "works”…if you are measuring “works” only by the stick of “people convert on my form at a rate I consider acceptable.”
If your only goal is literally to capture an email address, okay sure. Good for you. It’s…working. *cough*
If your only goal is literally to capture an email address, okay sure. Good for you. It’s…working. *cough*
The problem is that it’s terribly short term thinking. Which, frankly, is the bane of most marketing today.
What does “works” to you mean long-term? What *should* it mean? Is your *marketing* working or is that one manipulative tactic just helping it *look* like it is?
What does “works” to you mean long-term? What *should* it mean? Is your *marketing* working or is that one manipulative tactic just helping it *look* like it is?
Lots of things “work” when you decouple them from the *system* of marketing that actually fuels a business. I can find you lots of tactics that “work” on paper.
But good marketers care about whether their tactics actually connect to strategy and how they get that done.
But good marketers care about whether their tactics actually connect to strategy and how they get that done.
By this definition, other things that are of questionable taste also technically “work”. Performance-enhancing drugs. Ghosting someone at a restaurant so they pay the bill. Spam. (I mean, this has been their argument for decades)
Just because you can doesn’t mean you should.
Just because you can doesn’t mean you should.
Does the overall experience matter? Do you see or care about all the people you turn off with that approach? Does it bother you that you have to resort to cheap shots to get people on your list? I know some of you don’t.
And I guess that's your prerogative.
And I guess that's your prerogative.
But...do you know or care if the people who acquiesce to your opt-in actually become customers and stick around?
Isn't that the entire point?
Isn't that the entire point?
Manipulation - which, let’s face it, is what this sort of thing is - “works” because of a momentary and temporary willingness the recipient to *ignore that language* because they actually want the content.
Do you really think that your “persuasion” is why they chose to opt in? And if the content is good enough to get someone to ignore it…do you need it in the first place?
Is that the kind of marketer you really want to be?
Is that the kind of marketer you really want to be?
Next time you’re tempted to say “but it works”, ask yourself “is this sustainable and effective?” instead.
THAT is how good marketers think. Not just what they can do to drive short term actions, but what they can do to shape long-term behaviors that grow a business.
/fin
THAT is how good marketers think. Not just what they can do to drive short term actions, but what they can do to shape long-term behaviors that grow a business.
/fin
Postscript:
I've been doing this shit for 20 years now. More than 20. So if you want to convince yourself that this works...bully for you. Go for it.
I just know that in my career, if I'd tried to pass this stuff off as good marketing, I'd be laughed out of rooms.
I've been doing this shit for 20 years now. More than 20. So if you want to convince yourself that this works...bully for you. Go for it.
I just know that in my career, if I'd tried to pass this stuff off as good marketing, I'd be laughed out of rooms.
