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March 20, 2007
Bad Behavior Begets More Resistant Readers
The challenge of geting consumers or B2B prospects to respond to any lead generation program is making people downright liars. Recently, I got a very creative mailing from Ricoh with the message outside saying "Your Rebate Information Enclosed." Well, surprise...there was indeed information about a rebate program, but the mailing was intentionally designed to look like a "check" in a secure mailing format to get me to open it and read the promo. Misleading...but not technically a lie (and, truth be told...it did trick me into opening.)
But, I was reading AdRants earlier today and came across the post "Bank of America Direct Mail Misleads." The article rails against a BoA promo with the message "Account Information Enclosed" on the outside of the envelope. You guessed it...just another promo.
I understand the rationale for the approach, but as mailboxes, inboxes, TVs, radios, etc. fill with ads, and unwanted solicitations, it is fueling the backlash against marketing that is making it harder to break through. Bad behavior begets more resistant readers. And, that marketing readers, is real food for thought.
Posted by jcioban at March 20, 2007 9:39 PM
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