Tricks and Gimmicks

One of the first things I do when I walk in the house is check the Caller ID and then listen to any phone messages. There are always two or three out-of-state numbers on the Caller ID. They are most always solicitation calls and an unwelcome sight, because I’ve registered and re-registered with The National Do-Not Call Registry.

Of late, most of these are “Debt Assistance” calls. It seems that the economic crisis has multipled the number of people in this growing and (I assume) lucrative field. Perhaps the majority of these calls come from businesses too new or too small to be aware of the ramifications of calls to registered homes.

When they leave a message, most of them are people and not automated messaging (another indicator this is a new business model.) They all have a hook. The other night, the polite, attractive, female voice said she was calling back because “we have spoken before.” Now, I checked, and we most certainly have not.

On the same evening I took a check-style letter (i.e. perforated on three sides) out of the mailbox. It had all kinds of official-looking warnings about the Federal Codes I would be violating if I tampered with the envelope. I predicted, correctly, that it was an extended warranty offer and not a check. All that other stuff was “marketing” to get me to at least open it before I tore it in small pieces and deposited it in the recycle bin.

What both of these tactics have in common is that they are tricks or gimmicks to get your attention.

I appreciate good advertising (so tell me, why are beer commercials always the best?), openly and sarcastically mock bad ads (and yes, Burger King does need to fire their agency!), and admire clever marketing tactics and a well-turned phrase.

But no one likes to be tricked.

So even if these folks had great offers I couldn’t tell you because I won’t do business if the person selling me feels "slimy.” And when they use a trick to get my attention they just come off like that weasel that slams the basketball off your shins while going out of bounds. It’s legal (even if it is true that it is assault anywhere except a basketball court) but it is just a trick and not a skill.

I never mind being beat by a better basketball player, having my attention turned by a clever merchandising piece, or seeing my objections overcome by a skillful and persuasive sales person. I do mind when I lose a game on a gimmick, or waste my time with a marketing trick.

And so do you.

If you have a proposition with true value, don’t hide it under a gimmick unless you just want idiots to buy from you. And if that is okay with you, then don’t contact me. I don’t want to be included in that demographic.

And neither do you.