The Customer is in Control


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I have an electric stove with a turbo boil feature. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it does heat liquids in a snap. Have you ever been tempted to set your marketing communications strategy on turbo boil? You know, turn up the “always be closing” 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. When you suspect that high pressure is going to be applied what are some of the first things you do to cool the environment?

1. Screen your calls?

2. Place your number on the do-not-call list?

3. Register for downloads with your cryptic email addresses?

4. Op-out?

5. Unfriend, defriend, block, mute or stop following?

I can say yes to each of the above, and so can you. Marketing communication can be designed to appeal to the customer’s self-interest or attempt to stir up emotions that motivate purchase. But let’s face it, the consumer decides what, when, where, for how long and in what form they want to accept our message. Just remember the old wives tale that says, “A watched pot never boils.”


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