Actually it was not addressed personally to me except in the sense that it had “Dear David” generated automatically by the safelist software.  However, with its subject line, “Tyre Kickers Not Wanted” I’m sure it was addressed to people like me.

What?  Am I admitting to being a tyre kicker? Well, yes, in the sense that the author of this short diatribe meant it.  I’ve signed up for a large number of products and programmes over the years, and also have spent money on many of them.  However, I’ve also taken a close look at many programmes by means of a “free membership” and then decided that although they may suit some people they were not for me … and in a few cases that they were over-inflated garbage and little short of criminal scams.

Bluntly I’m tired of receiving emails suggesting that, because I’m discriminating about where I commit my time and money, I’m some sort of detestable “freebie-seeker”.  I once had an email from a “guru” telling me that because in spite of repeated messages from him I hadn’t bought his expensive product I must be incapable of taking in his valuable teaching.  As he was fed up of emailing me he’d decided to bother me no longer. (Those were not the precise words but they were equally strong).  After that, I certainly would not have sunk into a depression if he’d kept his promise to disconnect me – although of course he didn’t!

The reason why people (including myself) offer free products and services is to attract them to sample what is on offer, and hopefully attract them to buy much more.  There is, however, no obligation to buy more and it has to be expected that a substantial proportion and maybe a majority will not follow through.

The last thing, however, that is likely to encourage them to return for more is an insulting email. What will bring potential customers, current free members or recipients of free offers, to the next stage of a business relationship is not aggression but patient, helpful follow-up for as long as it takes.

- David Murray -

Tags: copywriting, email marketing

This entry was posted on Monday, March 30th, 2009 at 6:26 pm and is filed under advertising, copywriting, email marketing, internet marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.