I’m a marketer. I get it. We’re all bending truths in our own ways in order to gain attention, glorify a product, gather information, and so on. But can we pull back just a little? Or at least give out some portion of the truth in our communication?
This morning I received an email from a top marketing and sales platform. Here is the primary value proposition and CTA of the email:
I thought, “Yeah, I’d be interested in checking this kit out. Let me download it and see what it’s all about.” So I clicked the “Download Now” button, assuming “Download Now” meant that I would be downloading the kit now. But no downloads were initiated by clicking this link. Instead, I was directed to a webpage:
Ok, ok. I get it. I’ll provide my basic contact info in exchange for this hopefully valuable resource. So I filled out my name and email address and clicked “I’m Ready to Download!” Because I had already been tricked once, I didn’t assume at this point that a download would begin. My assumption was that I was going to receive a new email with the actual download link this time. But not so. Instead, this page scrolled down to another form!
Now, instead of my name and email address, they wanted my name, email address, phone number, website URL, company name, number of employees, my role, department, CRM choice, services provided by my company, and my biggest challenge in marketing or sales. And ALL of these except the challenge question are required.
Seriously. What about the phrase “Download Now” suggests anything about taking me through a process of filling out a three part form to then filling out a twelve part form? Why can you not be honest with me in the initial exchange? Convince me of how valuable this resource is to me and then be straight! Tell me that I can access this resource after simply completing a quick form. Don’t mislead me again and again throughout the process.
Honestly, at this point the only reason I actually completed the form was so I could gather screenshots of each step to write this blog. I didn’t even want the kit anymore.
So finally, I clicked yet another button that said “Download Now.” And do you think that a download began when I clicked that button? NOOOOOO! I was taken to yet another webpage with the download link.
But I had to know. I clicked the “Download File” button. Sure enough, a download began. Hallelujah! I also received a new email with the direct download link as well.
I love how they assumed I would be in the mood for some social media advice at this point.
All that to say, just be honest. Please. I get that if I would have been warned in the initial email that I would have to complete a twelve part form, I might have checked out and never completed the process. That is very likely. Unless I believe that what you are offering is valuable enough. Establish value and trust first.
There are several other similar marketing or social media SAAS company’s whose resource I would easily download if asked to complete a survey or form first. Because they have already established value and trust with me, which didn’t come by first tricking me throughout a lead capture process.
Just tell me the truth.