To be successful, marketing must be intrusive.
As subscriptions marketing advice, that may sound surprising. Intrusion is a violation of your readerâ€™s peace and quiet. Itâ€™s annoying.
But the fact is â€“ unless you push your message into enough faces you wonâ€™t gain market share.
There is a limit to how far you can push, of course, but most publishers donâ€™t go anywhere near it. Fear and a lack of knowledge hold them back. But although it is unwise for your promotion to get up someoneâ€™s nose, it needs to be pushed firmly beneath it.
Intrusion is what consumers usually respond to best. But many marketers donâ€™t use any kind of intrusive promotion. They see too much of them and they donâ€™t like them.
That is where the mistake is made â€“ our personal attitudes have little relevance to professional marketing.
At the last big publishersâ€™ conference I attended, a key speaker spoke out against pop-up email capture boxes on websites. (An email capture box is simply a digitalised loose insert). His rationale was:
â€œPop-up boxes are intrusive. They are annoying. So donâ€™t use them.â€
The first two points I agreed with: those boxes can be intrusive and annoying. But how he made the jump to â€˜So donâ€™t use themâ€™ mystified me and a number of other delegates who use them.
Issue 69 of the Subscriptions Strategy newsletter explains how to make a seemingly innocuous common-place card measuring 6×4 inches into an intrusive and effective builder of market share.
If that sounds like a tough brief, you are right. Building market share is something that inserts rarely achieve.
You can order issue 69 of the Subscriptions Strategy newsletter here:
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