Want customers to take immediate action? Offer something free.  

Today I received a B2B email from DataPartners offering me a free $15 Starbucks gift card if I would take their survey. I have ignored other emails from them. Not this one. I took the survey. 

Of course, to receive my gift card, I had to give up my address. I was in their database before but, having responded to this offer, now I'm really in it. Fully aware of that consequence, I acted anyway. 

And, funny thing. Completing the survey led me to think a little deeper about our data needs and how DataPartners could help us. So now there’s a chance I'll do business with them.

The old "act now and get this free gift" strategy still works. Don't try telling me that your customers are "too sophisticated to fall for that." The higher your customer registers on the education-income continuum, the better free offers work. This hasn't changed in over 100 years.
 
 (If you’re a viable prospect for data services and you want to hear from DataPartners, you can take the survey by clicking here. Please don’t take advantage of their offer if you’re not a viable prospect and you just want the coffee.)
 
--Steve Cuno
 


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