Or, should say, does this pop-up below try to make the reader look stupid?
Or, how about this one:
Or (I can’t resist):
It’s Not Me, It’s You. Really.
I usually just look for the “X” so I can close pop-up ads as quickly as I can and get on with what I was reading. But in these cases, and others I’ve seen recently, the “opt-out” line was so insulting I had to do a screen grab.
Assuming these aren’t intentional efforts to grab the reader’s attention, the common message is “Our site is so great there’s no rational reason you wouldn’t want to visit it. You must be stupid, uninformed or irrelevant yourself if you don’t click `yes.’”
Before trying this on your site, ask how you would respond if a sales or marketing person took the same approach with you:
- Car shopping: Can I put you in this $100,000 Tesla right now, or do you not care about being on the cutting edge of style and technology?
- In a restaurant: Do you want to try the pickled eel with curried aioli, or do you note like new, intriguing foods?
- On a date: Do you want to see me again, or are you not interesting in being with the hottest, most fascinating person in the world?
Turn you on, or turn you off? Thought so.
Opting Out Without Put Downs
Seeing how content marketing is supposed to be about nurturing customers who aren’t ready to buy (rather than turning them off), here are some alternative approaches to “opt out” messages.
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Each of these alternative “opt out” lines:
- Don’t insult the reader for daring to say “no” to your content.
- Offer the reader other ways to get your content, or
- Offer other content that better meets their needs.
And isn’t that a better way to nurture and engage prospects who aren’t ready to buy (or even subscribe) than giving them the back of our hand?
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