I drank a fucking boatload of Jack Daniel’s. To the point where they sent me a deed for one square foot of land in Tennessee so that I could officially be a Tennessee squire. I offered to do an ad for them after that, and I got a very nice letter back saying, “Bill, we love you, but this shit sells itself. - Bill Maher
A couple days ago I got an email from LinkedIn offering a ‘Free Month of LinkedIn Premium’. Hmm, I thought, LinkedIn is really the shit when is come to getting found by employers. I can honestly say that absolutely every opportunity brought to me in the last couple years has come through LinkedIn. More interestingly, in every occasion, it was the actual employer, not a headhunter that contacted me.
<SIDENOTE: This is bad news if you’re a headhunter or monster.com)
All of this exposure came through a regular LinkedIn profile and without any active outreach on my part. I’m actually quite content where I’m at. So before I get on my rant about LinkedIn, first let me say this: If you don’t have a complete profile set-up on LinkedIn, stop reading this now and go do it.
I’ll stop typing until you get back…
See wasn’t that easy?
Ok, here’s the rant I promised and if you listen close there’s a lesson here for all Marketers.
So I got this email from LinkedIn…
Notice the call to action…
Wow! Personalized and everything! It’s like they said “Dean we know you like us and we like you too. And since we like each other so much we’re gonna do you a favor.” So with the bait set, I started thinking that as good a LinkedIn has been, maybe I could get even more from it with LinkedIn Premium. I knew there were other paid versions of LinkedIn, but hadn’t thought too much about it until this email arrived. Bravo LinkedIn Email team. I’ll bite and give you a click-through. Nothing to lose right?
So what do I see next?
Ok, this is good; it’s clearly spelling out the differences between the various levels of LinkedIn accounts. I can clearly see what I have, and what I’m missing out on. I’m still in your web LinkedIn! Great job so far. Let’s get that “Free” trial….
Wait…what the f#&K is this??? It’s like, a checkout page, with like, credit card info and shit. I thought this was free? I mean it said “free” all over the place? When does “free” mean “give us your credit card info?” The answer of course is “free” means give us your credit card when it’s not an offer to try a solution more so than an offer to test your memory.
It’s at that point I notice the subtle reminder…
Well LinkedIn, this is where I jump off. Geez and you were so close.
I wish us Marketing folks would quit it with these shady tricks (that’s all they are – tricks). You see,
“Free” is “Free”.
“Free” is not surcharges, hidden fees, shipping & handling, fine print.
“Free” is “Free”.
“Free” is not “Free*”
* Discount applies to the promotional period only. Your card will start being charged when the promotional period has ended.
“Free” is “Free”
“Free” is not “Hey we’ll let you try it but not before you give us your credit card info so we can unscrupulously charge you in 30 days because by then you’ve forgotten about even signing up for the trial and our research department said that while 38% of you will be pissed off and call us to bitch and complain causing some bad PR that we’ll smooth over with a slick social media camnpaign, 62% of you won’t even notice the charge and it will be a revenue windfall for us which is important cuz we’re a public company and need to grow revenue so our shareholders will be happy.”
As a Marketer I want to offer a good product at a fair price with great service and support. As a consumer I want the same things. As a Marketer if I have to employ “tricks” to sell my product, it means that my product can’t stand on its own. As a Marketer, it also means that I’m lazy and resorting the same bag of tricks that I detest as a consumer.
Let’s be better than that. Let’s promote our products and services the way we would want them promoted to us. Let’s forget that 3 pt. font exists and stop it with the fine print. Let’s stop thinking about fooling the customer and think about how to provide value to the customer.
In the end, LinkedIn, a service I love, missed an opportunity to give me a taste of LinkedIn Premium with no-strings attached. They could have given me the upgrade “truly free” for 30 days, shown me value, and then pitched me. Instead, they gambled, asked for credit card info and hoped I’d forget the ticking clock of the trial and somehow not notice the recurring charges. And that hurts my heart.
To LinkedIn: Your product is better than that, you don’t need to resort to “Trick Marketing”
To Marketers: If you need to resort to “Trick Marketing” to sell your product, try instead to make your product so good it doesn’t need tricks. Or as wise old Jack Daniels might say: “Make the shit sell itself”.