It’s Not My Opinion, It’s My Money That Marketers Want
Why do so many marketers choose the path of least resistance, which often means communicating more, rather than better. Even “pushing the envelope” to get what marketers want — perhaps an inappropriate metaphor, in the digital world — and bending credibility almost to the breaking point?
“Enough is enough!” my mother used to howl at me when some annoying thing I was doing had gone too, too far.
We all get there sometimes, and nothing turns our listener off more permanently than being subject to mindless repetition. Why do we frequently ignore this when “creating” (or not really creating) communications, which we may find boring as marketers, but which someone believes are necessary to fuel the customer journey toward us — rather than inciting an exodos to the hills or the spam button.
As a life-long Democrat, it pains me to use the party’s very questionable fundraising tactics as an example. But for the past couple of weeks, I have been assaulted (I can’t think of a more appropriate word) by what must be considered mindless email communications from the National Democratic Training Committee and Boldpac, seemingly one of its tentacles. It seems as if someone switched on the automatic pilot, went out for coffee and forgot to come back.
There must be a lesson here for all of us on both sides of the aisle.
I received eight emails from them in just two days this week.
Isn’t enough enough? And this too much?
DESTROYING New York, Robert Mueller DOOMED, BIG announcement, Cohen GUILTY, Trump FURIOUS, Mueller THREATENED
(After Mueller was DOOMED in another message minutes before.) You get the idea.
Here are compelling BIG words capitalized as if they were copied and pasted from a Trumpian tweet. Of course they become wallpaper by repetition and lose any sense of the urgency we all want to see in promotion. The law of diminishing returns comes into play, and perhaps they deserve to be included in Melissa’s WWTT?
And dare I say it? These particular official-sounding messages are an inherently dishonest switch-sell.
“We’ve re-launched the poll,” says the message.
Come on, guys! Let’s get real here.
Can we even, for a moment, suspend disbelief long enough to accept that they (who?) “need to know” where I stand as of Dec. 9, or even give a damn whether I approve of Robert Muller or not?
Enormously complimented as I am supposed to be, perhaps I’ve become too cynical. But somehow, I find it difficult to accept that I have been fortunate enough to have been chosen to be part of a “Special Task Force!” to protect Mueller. (If I’m that fortunate, why don’t I ever win the lottery?) I can’t help feeling that it is not my opinion they want; it’s my money. That’s why they also ask me to contribute, “in the next hour” $3 or $10 or even more or “chip in $10 (or even $3) today?” Doesn’t this have the sound of either desperation or the copywriter plodding mindlessly on and failing to stop and think?
I tried reaching out to the Training Committee, but it didn’t respond. Its members were obviously too busy “training” to bother to provide answers to some simple questions that might inform marketers. Among other things, I wanted to ask the real reason for the surveys, petitions and questionnaires the committee seems obsessed with, and some case histories of how this data was used to affect policy, to change opinion or to do anything? It says: “Every signature makes a difference. Add your name right now.” But don’t we want to know to whom it makes a difference?
Wasn’t the inclusion of a request for donations from “Task Force” members, I wanted to ask, the real reason for the surveys? And weren’t the obviously loaded questions asked only as a path to the switch-sell? Did the target market for these efforts have such a deplorably low intelligence level that it could be so easily conned?
Also, I was curious what the fundraising consultants who were paid $1.3 million in 2018 actually did for their money and who they were? (Blackops? Perhaps.) What percentage of the unspecified money raised did their cut represent? It certainly seems that the consultants were onto a good thing. Was it they who encouraged this aggressive headline; “Peter will vote for Trump in 2020?” knowing that the statement would be sufficiently irritating to catch my attention, even with a question mark hidden at the end?
As marketing professionals, we are often challenged with honestly answering the question: How far can I go in building my promotional messages and actions to generate the highest response at the lowest cost vs. where is the red line not to be crossed over using the powerful tools in our armory?
Sadly, as we see all too frequently in today’s world, mendacity trumps truth.
Hopefully, it won’t be too long before the pendulum swings back and our customers and prospects, even our potential voters, tell us that enough is definitely enough.
Related story: WWTT? Best and Worst Marketing Campaigns of 2018
Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of "Accountable Marketing" (Thomson), "Profiting From the Magic of Marketing Metrics" (Direct Marketing IQ), and "GringoView" blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.