Seth Godin wrote a very strong blog-entry on marketeers, aptly titled "Poisoning the Well". Here's what he has got to say about marketeers:
Marketers have spammed, lied, deceived, cluttered and ripped us off for so long, we're sick of it.
Which means that even if you have a really good reason, no, you can't call me on the phone. Which means that even if it's really important, no, I'm not going to read the instructions. Which means that god forbid you try to email me something I didn't ask for... you're trashed. It's so fashionable to be skeptical now that no one believes you if you attempt to do something for the right reasons.
Selfish short-sighted marketers ruined it for all of us. The only way out, I think, is for a few marketers to so overwhelm the market with long-term, generous marketing that we have no choice but to start paying attention again.
I would say amen to that.
This morning, I opened my mailbox - and sellers of condominium units and properties in Singapore have decided to rename me as "The Resident". Sorry. I didn't even bother opening those up. If you really want me to consider your offering, at least address me properly. I am not "The Resident" - I am not "Mr. Resident".
A couple of days ago, I had a phone call from a card company - asking me if I wanted to get a new card with them. The problem was, I already had a card with them. And in case they haven't noticed, I am quite OK with their services since I use their card several times in a month. The funng thing? As soon as the telemarketer heard that I already had a card, she just went "Ah, OK. Thanks. Goodbye".
Hello?
And spam: The trend these days is "text/SMS spamming". From my bank. From my phone service provider. From my cable TV provider. From the bookstore. From the skincare brand that I tried for the sake of trying. From some company whose services I don't even know.
OK.
These are indeed tough times.
But these marketeers - and their brand managers - need to understand that in these tough times, it is also a lot easier to piss your current clients off.
Image From Feureau on Flickr.Com - Thanks!
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