I’ve always loved buying things, from when I was a little girl, counting out the pennies for a paper bag of cola bottles, right through to now, when everything is available with the click of a button, or swipe of an iPhone.
The internet really has reduced purchasing friction, and I’m regularly finding myself drawn to products advertised to me on Instagram and buying them before I’ve even thought twice about it.
And – philanthropist that I am – in the last couple of years, most of those products aren’t even for me, but for our beloved miniature schnauzer.
Comet really is very well looked after, and my Instagram feed seems intent to pamper him even further.
However, until the other day, I have had one simple rule: use guest checkout, so I don’t give them my details and end up flooded with marketing after purchase; I don’t need any more encouragement to buy!
The clever internet marketers have found a way through my defences though – during this particular purchase, I repeatedly clicked guest checkout, said “no” to an offer of tracking my order, and declined the option to be kept up-to-date with their offers.
But then they asked if they could have some details on Comet himself, in exchange for a free gift.
My posture changed immediately – of course I wanted to share details about my wonderful dog in order to get an extra freebie for him, and spoil him even more in the process.
And just like that, they had my data, spotting the Achilles heel in my otherwise impenetrable defence.
If you’re finding it hard to gather data from customers and prospects, it’s worth asking yourself: what would make them desperate to hand it over, what lever could you pull?
All of us have a weak spot, even if it is not as obvious as Comet!
