Every time I go to pay for something at a store in a mall, the cashier will ask for my phone number or email address. They always word it in a way that almost suggests it’s required to complete the transaction – though of course they don’t actually say that.
I always ask the same question: “Do you need it?”
And they always reply the same way: “Nope!”
Of course they don’t. They’ll gladly take your money however they can – but they know that getting repeat business from customers they already have is easier than finding new customers.
To that end, they have one super high-priority goal with each customer that is only usurped by the almighty sale: get your information and permission to market to you directly.
Most people don’t walk into their local J. Crew with the intention of getting a clothing newsletter in their email inbox. They just want a new shirt.
Well, actually they want people to think they look sharp, and they want something that looks good being torn apart in case they ever get turned into the Hulk . (Wait, I’m the only person who buys shirts with that in mind?)
Either way, it’s safe to say they’re not in the market to be marketed to.
But that does nothing to stop them from automatically complying with the question – “Can I get your email address?” – and handing over their information.
So, as you can see, you get by all this marketing and just get your clothes by asking one dead simple question. Read More →