What is Marketing?
For better or worse – only you can answer this question, ‘Marketing Makes The World
Go ’round’, at least in today’s world.
Put in the simplest terms, ‘Marketing is nothing more than someone
wanting to capture your information. At least in part, in order to try
and predict Your next decision and hoping to be there, Johnny on the
spot, and at exactly the right time, to serve up whatever YOU need in
order to help in making your decisions.
It really makes no difference whether you are wanting a milk shake or
a car. A loaf of bread or the latest ebook. The latest blockbuster
movie or a copy of The Constitution. “I want to be the one to serve it
up to you”, is the marketing mantra of the day – whether said mantra
is hidden or in your face.
Now don’t get me wrong. It is great having what you want served up
right when and where it’s needed rather than having to use your
precious time running all around trying to find ‘it’. Time, yours or
your families, can definitely be better spent. And for marketing folks
time is most precious!
In today’s ‘market driven’ economy there are all sorts of ploys and
marketing hacks vying for your attention, and dollars. Having said that,
one of the marketing tactics I do not agree with and that is; OTO’s or
One Time Offers.
Sure, it works – for a while…
Now there is no doubt this tactic works as shown by the huge numbers
of marketing folks using this technique and customers buying from
their use. The idea behind it is to entice you with a low price and
after you purchase you are hit with another, usually a ‘scarcity’
offer but not necessarly, and asked to make an additional purchase.
True this add-on may be something that makes your original purchase
easier to use or adds more features to the product. Or it may be
something which is simply a compliment to the original purchase. After
all, you don’t need cherries and whipped cream on your ice cream
sundae but it certainly can add to your enjoyment of that delicious
Today an offer came for a digital product that intrigued me
because it could definitely prove useful. It appeared to be a good
product from a reputable person but…
The item was purchased but before it could be downloaded there were no
less than 6 one time offer’s to go through, each one costing more than
the last! This is no way to treat a customer. Everything you do should
make life easier for the customer not more complicated.
Why should your customer have to wade through 6 more sales pages
before getting to the product download. Why should the customer have
to go through 6 more buying cycles – presuming all 6 items are useful.
6 more times filling out order information. 6 more times going through
the payment cycle.
Look, it’s not necessary. Just tell me everything up front. Give me the
purchase options and let me check off what I want/need at one time.
Just because today’s technology allows you to do something does not
mean you should.
Using all these OTO’s makes marketing somehow seem like an old time
carnival ‘barker’ trying to entice you into the tent to see something
that turns out to not really be as you thought. Yes, the term ‘Barker’
is not exactly in popular use today, nor was this ever an authentic
carnival term, but it does describe One Time Offer activity pretty
It also makes the marketing person seem desperate and/or dishonest. Grab
the customer dollars before they leave ’cause they likely won’t come back.
Realistically I have removed myself from the lists of trusted, and
well known, marketing folks because of the many hoops one had to jump
through, as described earler in this artcle.
Be upfront and honest with your potential customer or client and you
make a friend. Anything less and they become a potential enemy – not
something you want, especially in todays technological age.