Monday, May 19, 2008

Eliminate the barriers to 'yes'

Just a quick one today, inspired by a text I just received. It brought to mind the title of this post, which I'm sure I've heard somewhere before but after a quick search can't find the source of.

The text is from my service provider, Orange. It reads as follows:

Hi from Orange. To donate £2.50 to UNICEF's Myanmar (Burma) Cyclone appeal, text DONATE to 864233. £2.50 will be added to your next bill. Thank you.

My thoughts? This is a brilliant idea.

A marketer's job is to eliminate the barriers to 'yes'. The less barriers, the more chance the person you're communicating with will do what you want them to do (i.e. say 'yes'). In this case Orange and UNICEF have teamed up to make it exceptionally easy to donate to the Burma appeal.

Personally, I probably wouldn't have donated at all if I hadn't got this text because I'm both busy and lazy - a terrible combination. However this approach has made me do it. One barrier to 'yes' (my laziness) is eliminated by this approach.

The other benefit is that because the money just goes straight on to my phone bill, it doesn't feel like a burden at all. If I were stopped in the street by a 'charity mugger' I may put my hand in my pocket for 50p or £1. I'd be pretty unlikely to cough up £2.50. Like buying things on the internet though, when you don't have to physically part with money, it doesn't seem as real. Another barrier to 'yes' eliminated.

My question today therefore is:

What barriers to 'yes' can you eliminate from your processes?

[Hint: Think about complicated sign-up forms, unnecessary login procedures, excessive post and packing costs, difficult to read brochures, poor customer service etc etc]

P.S. If you read the above and thought 'that doesn't apply to me because I'm not a marketer', then think again. Whether you're collecting for charity, selling your own product, signing up people to your latest seminar, managing a store, teaching primary school children, giving mortgage advice or arranging a conference, you're a marketer.

'Marketing' is part of being human, and learning that can make a heck of a lot of difference to your business and your life.

1 comment:

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