Are our expectations shifting to be unrealistic?
Do we expect too much for nothing?
It’s eight o’clock in the morning, I’m still making coffee and haven’t had a chance to swill down a single drop yet, and my phone rings. I answer it.
“Hi! My name is ___ from ____! (Said in way too chipper of a voice for the sadly non-morning person that I am.) Thanks for attending our webinar last week! What interested you about it??
Grrr. “I’m afraid I wasn’t able to attend but look forward to listening to the recording,” I say.
“Do you know what marketing automation is and have you used it for your clients,” he says?
“I’m really not interested in any kind of software but just wanted to learn something new. Great topic.”
…. He goes on to babble something in Swahili (no coffee, remember?), I quickly say I’m not interested and hang up. Pissed off.
Wait – why did I get pissed off? He was perfectly polite and the company clearly expected the webinar to generate leads. Is that so wrong? Did that poor sales guy deserve my irritation?
I was mildly offended that he asked if I know what marketing automation was, sure, but where did the anger come from?
Expectations. As we become more sophisticated in how we create and consume content, we are teaching ourselves to expect everything for nothing.
Marketers are also more likely to get angry or annoyed than your average consumer, because WE KNOW there is not (and should never be) a direct line from content to sale. It just doesn’t work that way.
Even when a company tries to force it.