Advertisers: Please interupt me so I can actively ignore you!
Have you ever run into an acquaintance at a grocery store or restuarant and while trying to have a conversation with them, either their child or your child is constantly tugging at your hand while repeating “Daddy, Daddy, Daddy” as a way to get your attention? It’s frustrating, but something that you have to put up with. I don’t owe advertisers the same consideration.
(photo courtesy of alessandro pucci)
Hey Television Marketeers: Your days are numbered!
Have you noticed how many commercials there are on television? Is it just me or does they seem to be more frequent – if that is possible? I don’t watch much tv, but what little I do watch seems to interupt the commercials.
How long can this last? With the growth and development of the web, I believe that the current model for advertising on tv is headed for the trashcan. If things don’t change, then people will get their entertainment elsewhere – someplace where they give their permission to hear a sales pitch.
What’s the Point?
If you have a website that markets anything (if you have a website, then you are marketing something, whether it is a product or your ideas), then please pay attention to the following suggestions. Though I can’t speak for eveyone, I believe that a large number of people will agree with me.
- Get rid of your annoying popups that ask me to subscribe to your free newletter or special report – just place it somewhere on your site and I’ll find it – if I want to find it! You don’t have my permission to assault me with ads that block the view of the article that I came to your site to read. Yes, it is your site to do with as you wish, the problem is that I (and many others) won’t be back to see it. By the way, the “catch me if you can” ads that dance across the screen are hard to catch, so I just click on the little “x” in the top right hand corner of the page. Works every time.
- I don’t want or need a flash presentation – I’m sure that some “hotshot” web designer told that it was the latest and greatest thing, but it just slows me down. The web is all about speed, speed, speed. Give it to me quick and dirty. I don’t really care about you – I’m doing research for me!
- If it looks like an ad, then I’m probably not going to read it. Sorry, but I want information. Help me and I’m more likely to help you. Make stopping at your website worth my time.
- Having my email address does not give you permission to bombard me with your “Special Offers” – please use my email information wisely. If I didn’t request it, then I probably don’t want it and I’m not going to open any email that I don’t recognize. P.S. – If everybody would stop opening email from senders that they don’t recognize, then they (spammers) would be forced to stop wasting the time it takes to send them out.
The Take Home Message for Marketers
I realize that you’ve got a job to do. Just understand that the old model of marketing doesn’t fit for the internet. On the internet, it’s all about giving you my permission to present me with your marketing message.
Post current information that is clear and understandable – then I’m much more likely to stay around and look at your other stuff.
(photo courtesy of Tub Gurnard)
I am much more likely to buy something when I’m happy!
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9 Responses to “Advertisers: Please interupt me so I can actively ignore you!”
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You got it Chris! Right to the point and I agree with you.
I’m more likely to buy when I’m happy, not annoyed.
Seth Godin got it right that this is a permission marketing society. Barging in works no longer, it’s annoying. Good job!
Stephen Hopson’s last blog post..End of the Week Gratitude Theme #28
I think that its only a matter of time until the “old paradigms” of advertising disappear. We no longer have to tolerate it.
I guess that I am sensitive to this, because of the number of magazine publishers and marketing people who approach us about advertising in their publication.
To date, we have advertised in one publication. Advance for Physical Therapy which is our initial market. The results have been less than stellar, but okay. However, every time that we appear in a publication as a news story - Rotater sales soar.
My point - people don’t pay attention to crap that is stuffed in their faces and they do pay attention to the things that they find on their own.
The reason your sales soar when your product is placed in the context of a newspaper article is because it’s less “salesy” and more of a story. People respond to stories more than to ads.
That’s why having a little PR machine going can be of big help. Befriend news reporters and get yourself on TV shows, etc.
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Generally speaking, I agree with you - especially the part about popups. The only ones I use (sometimes and within specific contexts) are exit popups to provide a special offer (i.e. they came to a sales page, didn’t buy, so I offer them a downsell and/or a free trial).
When it comes to emails though - there certainly is a difference between “bombarding with special offers” and promoting products that genuinely align with the lists.
For example, I was hesitant about sending out a recent promotion to two of my lists. Well, within a few hours I had multiple emails from people thanking me.
It really helped me understand that as long as I am truly putting the subscribers first, then the rest will follow and that also means understanding the difference between “bombarded with special offers” and “promoting well aligned special offers.”
Of course with my lists it’s easier… the niche is spirituality - there’s not nearly as much spirituality offers to promote as say… “make money online.”
Hi Chris - I agree that there is a difference as to the email issue and I don’t fault you for using your email list to send product offers to people who have signed up and expect to receive your offers.
However, I have a big problem with having to give someone my email address in order to register for a site and then receiving emails about “their special offers” even before I’ve left their site - and then receiving them at timed intervals until I’m forced to “opt-out”.
I realize that there is a cost of doing business - and providing your email address is one of those costs. That being said, I’m much more likely to purchase anything, when I’m lovingly seduced than when I’m “slammed” with overpowering offers.
The beauty of the internet is that there are a million other places to go where someone will respect my rights and ask for permission to sell their wares.
Amen brother! And if you want my attention you had better not have even a hint of dishonest or misleading information. If a man will lie to you he will cheat and steal from you too.
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Agree with what you have written there. I still just don’t get it why some webmasters would still want to do stuff like putting pop-ups on their and bombarding emails with “special offers”. Don’t they know that this only leaves a bitter taste in the mouths of their visitors.
I think following the motto of ‘Respect and care for your visitors’ has much more benefits in the long run.
Eric - thanks brother!
Ethan - It’s so obvious, sometimes you have to wonder what people are thinking.
Thats just so funny.. I was searching for adblocker and saw the article with nice header.. I hate ads because when I try to visit one website which i do not have any idea before, a real carnival starts on my monitor.. I can not concentrate on the information I look for.. Result ? I close the browser and try to find another website..
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