We’re Not Stupid

I do quite a bit of headshaking these days. We won’t talk about the political stuff that causes me to do so but there are just as many things outside of politics to trigger the behavior. I’d like to talk about one of them today because it’s instructive for anyone in business.

One term that’s become en vogue is “alternative facts.” You know what I mean – the dissemination of pieces of information that are mostly or completely untrue. Orwell termed them “doublethink“. I term them lies.

What brought this on? I subscribe to a bunch of magazines – golf publications, cooking publications, and several others. This time of year, in particular, I get snail mail with offers to send a gift subscription. Some ask me to renew or extend my existing subscription and offer to send a free gift subscription to someone as a thank you. So far, so good. These offers are usually clear and only mildly annoying.

Then there is one publication that just doesn’t get it. It’s part of a larger family of magazines and I wonder if what I’m about to describe goes on at the other publications as well. An envelope shows up stamped first notice. I’m told my subscription is expiring and I should renew. A few weeks later comes the second notice. Last week, I got some mail marked THIRD NOTICE in large letters outside the envelope. Inside was the same notice I’d already received twice – my subscription was going to expire (aren’t we all?) and I need to renew ASAP for uninterrupted service.

Here’s the problem. I just renewed this subscription last year for several years. Just to be sure, I found the last issue and sure enough, there on the mailing label was the expiration date. It’s January alright. January 2021. I’ve got a year to go. I wanted to confirm this so I logged on to my account on the magazine’s website. My account lets me use the site’s “recipe box” which I do quite a bit but for some inexplicable reason, it’s not linked to my magazine subscription. When I click on the “manage account” link, up pops a new tab asking me to renew. Again, there’s an assumption that you’re dumb and will just renew because a very in-your-face page is telling you that you need to. In order to see your current account, you need to click through on the FAQ link at the foot of the page and scroll until you find a link to “log in to your account”. Of course, when I finally found this and did so, I confirmed that I had a year to go on my subscription.

Putting the awful user experience aside, what’s bugging me is that these publishers think their readers are dumb. They seem to believe that sending out misleading notices with “alternative facts” will lead to renewals. I wish I could say they were unique but they’re not. I’m sure you get the same kinds of “notices” that I get. My home warranty is expiring (I don’t have one), I can have a “free security system” (it’s far from free), and on and on.

Companies that think we’re stupid deserve to be out of business. I’m well aware of Mencken’s statement that “No one in this world, so far as I know … has ever lost money by underestimating the intelligence of the great masses of the plain people”. We need, instead, to think like David Ogilvy: “The customer is not a moron. She’s your wife”. Putting aside that deceptive marketing just might be illegal, doesn’t it bother you to be thought of as an idiot?

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