The other advantage to this (at least from what I've read, I have yet to try this) is that since they've basically already declared intent, they're also much more likely to enter that email. I mean, if it's interesting, why wouldn't you want to hear about it when it's released?
> I mean, if it's interesting, why wouldn't you want to hear about it when it's released?
(a) Because I no longer give any e-mail address to a business unless I'm starting to deal with it Right Now. Insisting on one is a good way to make sure I never deal with you again.
(b) Because I wouldn't trust a company anyway after I discovered that it was advertising a product or service as though it were real but actually it was just messing me around and wasting my time.
There are always exceptions to every rule. This also relates to a big point in the article, you are not your customer. What matters is if _enough_ people are willing to do this, not if all of them are.
This kind of thing won't work for every business, but it's a hard lesson to learn: most people are not you. I was reminded of this the other day when there was an IAMA Netflix Employee, and they mentioned that they get a fair number of phone calls asking about how to return their DVDs 'to that box outside of the gas station.' Yep, people think Redbox is run by Netflix because they both use red, and both sell movies...
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The other advantage to this (at least from what I've read, I have yet to try this) is that since they've basically already declared intent, they're also much more likely to enter that email. I mean, if it's interesting, why wouldn't you want to hear about it when it's released?
> I mean, if it's interesting, why wouldn't you want to hear about it when it's released?
(a) Because I no longer give any e-mail address to a business unless I'm starting to deal with it Right Now. Insisting on one is a good way to make sure I never deal with you again.
(b) Because I wouldn't trust a company anyway after I discovered that it was advertising a product or service as though it were real but actually it was just messing me around and wasting my time.
There are always exceptions to every rule. This also relates to a big point in the article, you are not your customer. What matters is if _enough_ people are willing to do this, not if all of them are.
This kind of thing won't work for every business, but it's a hard lesson to learn: most people are not you. I was reminded of this the other day when there was an IAMA Netflix Employee, and they mentioned that they get a fair number of phone calls asking about how to return their DVDs 'to that box outside of the gas station.' Yep, people think Redbox is run by Netflix because they both use red, and both sell movies...