When marketers ask for information, we lie. In fact, an older Knowledge Storm survey published by Marketing Sherpa showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. We lie for a reason, and if marketers want us to stop lying on registration forms, they need to give us reasons to stop.
Here are a few of the reasons people have shared with me recently when asked why they lie on registration forms:
- I register for information, but get a barrage of emails and phone calls.
- Most of the content is useless, I’m not giving up my information for that.
- I don’t want to be contacted.
- Why would I give them my real information?
Marketers are facing an uphill battle. Many objections to registering are about what happens after we register, before we know what an individual marketer will do with the information we provide. Marketers have some marketing to do, they need to change our behavior, starting by changing our perception.
For marketers that embrace putting the audience first, the solution is easy. [Read more…]
