It’s pretty easy to get carried away when you’re excited about the possibilities of a potential relationship.
You feel the connection. They’re just your type. And they even seem mildly interested in what you have to say.
So then, of course, you pop the question. You ask them to marry you. And then they get weirded out, excuse themselves to the rest room, and flee – never to be seen again.
Why? Because you jumped the gun, of course.
In the context of dating it seems ridiculous. But in the world of marketing, it happens every day.
There’s pressure to deliver results and an urgency to do it quickly. Subscriptions, conversion rates and revenue all need to increase, and we’ve got no time to lose.
So we panic, and as soon as we perceive interest, we jump the gun and it ends up backfiring. We want instant gratification and it scares people away.
It’s rare that someone will make a giant leap with you. It’s more likely they’ll take a baby step.
Your conversion rate will be higher when you ask for a date instead of a marriage.
And you’re more likely to get married to someone you’ve been dating.
The middle ground is where you build the relationship, get to know each other, and see if there’s a fit. Then you can pop the question. And your odds will be a lot better.
[image: bradleygee]
{ 4 comments… read them below or add one }
Andrew
I love this article as we see this every single day. An innocent follow on twitter leads to a dm with the marriage proposal of the pitch of how great they are and how we need to click their link and then ultimately buy from them. WOW! I barely know your name. It is shorter than a one night love affair.
I cringe when I see companies or individuals do this. Though I have seen a new trend where they are personalized with my name so I guess this is to make it more acceptable as the time was being taken to at least learn my name?
We buy when we need (which does include the need being created by the marketer) and we buy from those that we trust but it is more than that as coupled in with this those that make us feel comfortable; were there to answer questions before we were ready to buy. I always wonder about the ones who try and marry us before they ask for the 2nd date. Will they be there for the 1 yr anniv, 5 yr, 10 yr etc. In other words after they marry us will they go in for the divorce or stick around and help when we need them?
Thanks so much for this article as so many more need to take a read!
That’s a great way of thinking about it, Suzanne. Real relationships that maintain take time and shotgun weddings in business are to be avoided.
Ooh the desperation! Such a turn off. Not to mention a dead giveaway of one’s true agenda.
So sad when marketers mistake social interaction for license to start the hard sell.
Sales managers better get on board with this as well. Your prospects couldn’t care less that it’s almost the end of the month and you have to hit goal, just like potential life partners couldn’t care less that you’re feeling like time is running out and better get married soon or die alone.
It’s all so short sighted.
Andrew,
OK – this makes good sense. As a follow up to the question I posed on your June 8th article I guess what I’m hearing you say is – don’t ask for too much too soon. You’re saying forget the registration form (for now) and just give away the e-book. Then as time goes by (perhaps with the next e-book) I may have earned the right to ask for a little more?
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