Just read an article in Fast Company by Seth Godin that I think is exactly right:
Some will tell you that treating people with respect is just an old-fashioned notion. Business ethics may be an oxymoron -- is respectful marketing the same? Don't we need to call people at home during dinner or trick them with fine print in order to make a profit?
I try to politely tell the telemarkters I'm not interested, they go on, I say it again politely, they go on, I get fed up and hang up on them -- I finally gave up the polite and say "not interested" and hang up. I have to wade through over 400 spam emails a day because they are mixed in with legit emails that get labeled as spam (customer orders and questions). Hey, I'm a marketer too -- I understand trying to create sales, I understand the telemarketers trying to make a living in the call centers. But I also understand that there is not a chance they will win me over by annoying and inconveniencing me. Let's hope people wise up and stop responding - seems unlikely, but can we at least hope.....
Godin concludes:
But when a business spams, it has made its lack of respect clear. When an airline puts the "gotcha" into the fine print of a full-page ad, it's disrespecting consumers' intelligence. Running a business that can survive only by deception and disrespect is not our right -- our right is to realize our dead-end path and pick a better, more respectful business.
I believe that it's all about to come crashing down on slash-and-burn marketers. Consumers (especially the business-to-business buyers) are getting ever smarter, cagier, and more sophisticated. They won't sit quietly as marketers steal their time and attention and money.
Let's hope he's right
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