“No Junk Mail”
We’ve had this on mail boxes for a long time.
If I’m dropping off unwanted flyers, I might see a “no junk mail” sign. If I’m then considerate enough to not drop my flyer there, it seems I know deep down my content here is considered “junk?”
If I know this is junk, why not go back to the drawing board? Is there scope for value, instead of junk?
Of course, this now really leads us into the online space. You know what I mean – junk ads following you around the internet, click-bait headlines, a bunch of junk emails on Boxing Day, emotionally charged sponsored posts, pop-ups and tracking.
If people are actively implementing measures to stop these intrusions (and they are), then it might be apparent that a lot of these approaches are also seen as “junk” by more and more people.
It’s not that the product or services are no good, it’s simply that there was no permission for the advertising in this case (“flyer drop” on your screen).
Of course there’s certainly a place for paid advertising, and it is built on an understanding of the niche, listening, some empathy, respect and preferably, permission and value (contribution).
When I’ve chosen to sign up, then I’m usually grateful to hear from you.
