Data Capture Is NOT Inherently Manipulative & Scarcity-Minded

By Carl Woolston • June 3rd, 2009 • Email This Post • Print This Post

Chris Guillebeau, the popular author of The Art of Nonconformity, recently wrote a blog articled entitled “Why People Hate Marketers.” I encourage you to read it in full to know the context of my response.

On a couple of his larger assumptions, he missed the boat. I’m not talking the boat just left the dock and you jump on as it’s leaving, I’m talking the boat is gone and halfway across the Atlantic Ocean!

His grossly flawed assumptions are as follows:

Data capture is inherently manipulative.
Data capture is based on a scarcity perspective.
Data capture is based on force.
His marketing approach can be extrapolated universally.
Customers don’t need to be persuaded to buy.

Is Data Capture Manipulative?

Chris received an email from a person encouraging him to use an opt-in list for his e-books. Chris found the advice “profoundly disturbing” and wrote:

“The way that John sees the world is all about manipulating people.”

This assumption made me downright angry. Data capture isn’t inherently bad — it’s what companies do with the data and the trust of those who have opted in that is the determining factor.

In fact, some people actually want you to have their data - they like what you’re doing and want to stay in the loop. This is closely connected to the assumption that data capture is based on force, which I’ll get to in a minute.

Blanket advice for all that data capture is about manipulation is terrible advice.

Is Data Capture Scarcity-Minded?

Chris wrote:

“According to the scarcity perspective, you all are my prospects. I’m trying to convert you to customers. If I get your money, I win. If not, either I’m doing something wrong or you suck.”

How Chris makes this blanket, unfair assumption is beyond me. The fact is that the web is a wild, unpredictable, and extremely difficult medium to capture eyeballs. Once you’ve got people on your site, you need ways to keep them in the loop. That’s not scarcity — it’s simply a recognition of the lay of the land, and acting on that knowledge with wisdom.

Why does Chris view the business/customer relationship in competitive terms? There may be some businesses with the perspective, but certainly not all of them. And this perspective is in no way directly related to the practice of data capture.

And why is it scarcity minded to want to convert prospects to customers? Isn’t that the point of business? If you have something that will improve people’s lives, you have a responsibility to provide it for them.

Is Data Capture Forceful?

Chris writes:

“Why force people to join a list before reading my work? Some of them would resent that, and the commitment level of the others would be pretty weak.”

Who is forcing anyone with a data capture form? What universe is Chris pulling this assumption from?

Data capture is a fully voluntary transaction. No one has to subscribe to your newsletter or download your e-book. Furthermore, assuming you’re using the practice properly, they can opt-out at any time.

Is There a Universal Approach to Online Marketing?

Data capture for a download of an e-book may be the best strategy for a company and just giving it away the worst. Charging for an e-book can also be an option in the right circumstances.

Each business model is completely different. Chris’s is a model for one man with some collaborating partners. It’s a one-man show. A great model, for some. He has very little overhead and isn’t out to build an organization.

Others have existing organizations that have sales people who take complex products and services and consult with prospects about the good and bad of the product. To run these organizations sales people need leads. Data capture is a great way to help that process.

If I’m on a website and want to learn more, I want a way to ask questions and learn more, especially if I’m really interested. Web forms and data capture work perfect in these situations. In fact, if I can’t get my questions answered or have a way to get more data, I leave.

Here is the law. Understand why your followers are coming to your website and give it to them. DATA CAPTURE MAY BE EXACTLY WHAT THEY WANT AND NEED!

If companies who have different business models and economic engines than Chris followed his advice point blank, they wouldn’t just miss the boat; the boat would be sinking and they would be putting on their life jackets.

Do Potential Customers Need to Be Persuaded?

Chris writes:

“If your business model relies on convincing…you have an uphill battle ahead of you.”

This statement that Chris made just doesn’t work for me. A sale, by nature, is a convincing process (although I would say that there are consultative-type sales and hype-type sales).

A sales person can be one of the most important people in the organization. They interact with those who have like the brand and content and want more information. Larger companies rely on their sales force to drive growth! They help prospects see the benefits and can help them reach a conclusion and a decision.

Now, my partner, Stephen Palmer, has written about the difference between selling and persuading. I’m not speaking of push-sales — I’m simply pointing out that you must, indeed, make an effort to persuade people by removing their barriers.

It’s not as simple as throwing out a product and saying, “Here you go!” You’ve got to demonstrate benefits, show how others have been impacted by your product, offer guarantees, just to name a few ways to break down resistance.

Building a business solely on word of mouth is very, very difficult. A sales team may be exactly what a company needs. Seth Godin talked about this in his recent post The Difference Between Marketing and Sales.

This is what he said:

“Marketing tells a story that spreads.
Sales overcomes the natural resistance to say yes.

“If you don’t pay the salesforce (because you go direct, or you go free), then who is going to do that for you? The only answer that occurs to me is, ‘your users/fans/customers.’

“This means that a critical element of any strategy that ditches the salesforce is to figure out how you will empower and encourage your customers to take their place. Easier said than done.”

Conclusion

Every business model is different. Sales people are valuable and significant in the right business model. Sometimes a salesperson is not needed, but it is rare, especially once a company outgrows the sole proprietor business model.

Just remember, all marketing and sales advice is not good advice. Just because it’s on the web doesn’t make it true. If your business needs a size 10 shoe and someone is giving advice for a size 3 business, don’t implement the advice.

Sorting through relevant marketing ideas and creating a comprehensive strategy for your business is what it is all about. That is what Kgaps does. Then we infuse the strategy with incredible world class content. Can we help you?

What do you think? Comments on this article?

*By the way, Chris is a total hypocrite — visit his website and state for a few minutes and you’ll see a pop-up data capture form.

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Carl Woolston is a business and marketing consultant with KGaps Consulting, a co-creator of the proprietary marketing methodology “Hub Mentality,”, and a co-founder of The Center for Social Leadership.