What Works in Marketing is What Matters — Not What You Think Works
“There’s no way you’re putting any pop-ups on my website!!!
They’re annoying… invasive… and crude!”
That’s what many clients have told me over the years.
This is a common mistake.
Just because some business owners have a personal negative reaction to the experiences they’ve had with pop-ups…
…or similar direct marketing tactics…
…doesn’t mean those tactics shouldn’t be employed.
Why?
Because pop-ups are effective.
And why would a business ever consider shutting off a business-enhancing mechanism that’s working to build the business further?
Another personal bias I’ve encountered from business owners…
An irrational desire to shut off adds that are working!
Like radio or TV ads they keep encountering — making them THINK it’s over-saturating the market with their message.
And even though the orders keep rolling in…
They want to replace the ad.
Look, we humans are emotional beings.
And personal bias can lead to irrational thinking.
Putting a business owner — who is intimately aware of all the marketing happening for their business — in a place where they ASSUME the general public has become equally familiar with their ad content.
Truth is…
The only decision that should happen in these situations should NOT be determined by emotion.
They should be determined by DATA.
Condemning — or advocating — a particular marketing tactic simply because you personally do or don’t like it is the most amateur mistake a business owner can make.
Bottom line: Don’t get caught up by personal preference.
Instead… let the numbers dictate what to do.
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