Imagine walking into a Michelin star restaurant, abruptly approaching a couple enjoying a meal, asking them to get in their car, drive to your establishment, find all the same ingredients along with the recipe, and then prepare the meal themselves for a slightly cheaper price.
What do you think the reply would be? Please escort this man to the door, NOW!
When we show up as a banner ad on a person’s social network, or in an email flooded with products, we are asking customers to do something similar. We are asking them to leave a place they know serves them the best content to spend time digging through our website for something comparable.
The value you provide should be blatantly obvious. We’ve explored this idea more on our site.