• Entrepreneurial Stories
  • The Content Studio
  • Agency Services
  • About
    • About Dave
    • About Melissa
    • About Rob
    • About Linda
  • Our Skunk Works
    • 2 Guys and a River
    • Megillicutti
  • Big Thoughts
CZ StrategyCZ Strategy
Call Us  |  630.248.9129
  • Entrepreneurial Stories
  • The Content Studio
  • Agency Services
  • About
    • About Dave
    • About Melissa
    • About Rob
    • About Linda
  • Our Skunk Works
    • 2 Guys and a River
    • Megillicutti
  • Big Thoughts
interrupting your prospects

Are You Interrupting Your Prospects?

January 22, 2020 Posted by David Goetz Blog No Comments

Are You Interrupting Your Prospects?

interrupting your prospects

When I check out at the local supermarket, the card reader asks me whether I want to make a donation to St. Jude Children’s Research Hospital. I press no to move to the next screen to pay for my groceries.

I feel a nanosecond of guilt but always press no. St. Jude Children’s Research is an amazing nonprofit, but it’s not part of my giving strategy.

It’s now the day before Thanksgiving, cold and breezy.

A young man knocks on my door at home and asks if I will take a quick survey … about my lawn. It’s November 27. I say I’m not interested, and he says that he is not selling anything. It’s just a free survey about my lawn. I say no thanks, and he stomps away

That same weekend, I pick up some items from Ace Hardware. As I check out, I’m asked, “Do you want to round up your total to the next dollar for St. Jude Children’s Research hospital?”

No, I say. I don’t. I really don’t. Now my twinge of guilt is gone, and I’m just mad.

All three instances violate the general marketing principle: You never sell to a stranger. Or, you can, but your response rate is going to plummet. And your prospects for a genuine new relationship go to zero. No one likes to be interrupted.

Interruption, it’s what’s for breakfast these days.

Another Way?

The interruptions made me ask, “What is the alternative to 'interruption' marketing?” The only real answer is permission marketing (ala Seth Godin’s classic book, Permission Marketing), where someone gives you permission to sell to them. Never sell to strangers. It's better to sell to a "friend," someone who already has raised his or her hand to be sold to.

Thought for the week: What's the best way to apply that to your work?

Tags: permission marketingprospect marketing
No Comments
Share
36

About David Goetz

David Goetz is president of CZ Strategy, a messaging and marketing agency. He is one of the "2 Guys" of the "2 Guys and River" podcast and blog. He is also the author of "The Fly Fisher's Book of Lists," "Native Tongue: Translating Your Message into the Language of Prospects" and "Death by Suburb: How to Keep the Suburbs from Killing Your Soul."

Leave a Reply

Your email is safe with us.
Cancel Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Recent Posts

Celebrating 20 Years in 7 Sayings

Celebrating 20 Years in 7 Sayings

April 23, 2020

"It takes a Thousand Days" - is a Davidiom, a common saying of CZ Founder Dave.

Alla’s Lessons on Hardship and Hope

Alla’s Lessons on Hardship and Hope

March 19, 2020

While trapped in a particular moment in time, Alla reminds us about the future.

Breaking My Brand Promise

Breaking My Brand Promise

March 4, 2020

Al Ries, the great marketing mind, said that marketing is a battle of perceptions, not products. He's so right.

Your Comments

  • Jennifer Cullers on I Don’t Want to Be Joanna Gaines I would be depressed living in one of the houses…
  • Torsten Pieper on Celebrating 20 Years in 7 Sayings Happy anniversary, CZ, Melissa and Dave! And many thanks for…
  • Lucinda Armas on Celebrating 20 Years in 7 Sayings Happy 20th Team CZ! Melissa--thank you for curating the Davidioms.…

Contact Us

We're currently offline. Send us an email and we'll get back to you, asap.

Send Message
CZ Strategy is a messaging and content marketing agency located in the Chicago area.
Make Your Move ... Today
Our Homestead

CZ Strategy
209 East Liberty Drive
Wheaton, IL 60187

630.248.9129

dave@czstrategy.com

czstrategy.com

From Our Twisted Mind
  • Celebrating 20 Years in 7 Sayings
  • Alla’s Lessons on Hardship and Hope
  • Breaking My Brand Promise
  • The Marvelous Obligation of a Leader
Work that makes us happy

Slide
Prev Next