Thursday, March 25, 2010

The Default Yes

This week I fired up my new laptop for the first time and began the painful process of reloading it with everything I need. While this can be an ugly process, it demonstrates a very important marketing lesson.

In the process of downloading and registering new hardware and software, it's guaranteed that you will be asked if you would like to be marketed to in the future.

It's nice that they ask for permission, however they still being sneaky. Most likely, you will have to opt out of this option; not opt in. The default setting is "Yes, I would like to receive marketing materials."

Lots of organizations have this mindset. You're here, so why shouldn't you have listen to us?

However, smart organizations understand the power of permission marketing. They know that their best customers will opt in. They will be chosen.

Be chosen and only then will you have real brand loyalty.

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