I have a new electric stove with turbo-boil. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it heats liquids in a snap. Are you currently feeling pressure from your sales organization to use the turbo-boil feature? You know, turn up the campaign heat in order to snap the prospect through the sales funnel. Turbo-boil is great for making hot tea; but in my opinion it can backfire when applied to the consumer buying process.
Think about it. As a consumer do you want to be turbo-boiled? When you suspect that turbo-heat is going to be applied what are some of the first things you do to cool the environment?
1. Screen your calls?
2. Put your number on the do-not-call list?
3. Break out your cryptic email addresses?
4. Op-out?
5. Unfriend, defriend, stop following?
I can say yes to each of the above, and so can you. Marketing communication can be designed to convince, persuade, educate or negotiate; but let’s face it, the consumer decides what, when, where, for how long and in what form they want to accept our message.
