It was one of those sales videos that let you click on them and that's it. They don't tell you how long the video is going to take or let you scroll ahead. I find it intensely frustrating.
I understand why they do it. In many cases, it is a replacement for pages that made you optin to find out what everything is about, without even giving something for doing so. They've just wound up replacing one controlling and annoying tactic with another.
Seriously ... to me, this is like having a salesperson in my office who insists on going through his "script," refusing to let me interrupt to ask anything or skip to the question of price. As an advertising and corporate executive, I have worked with sales teams that number in the thousands to write and design their sales presentations and I've created hundreds of marketing funnels designed to warm the prospect up from introduction through closing the sale. I understand the ideal of capturing every lead and controlling the entire sales process. But, I also know that if the prospect feels controlled, the sale is lost before it even gets started. Whether it's B2B or B2C, people love to buy, but they hate to be sold.
Of course, it may just be my 'control issues,' but frankly, in today's open architecture, on-demand environment, I think we ALL have control issues to some degree. It's not a mass character flaw thing, it's just that we're now used to getting information we're seeking on-demand and I don't think I'm the only one who has resentments when that is taken from me. Am I?
I'm not advocating that we give up any control whatsoever. However, the same person whose video and product I'm now ignoring, could have accomplished what they needed to in many other ways - including an optin for a free report and video - with the next page being the same video I was watching with the ability to scroll forward. Or, perhaps even just a button below the existing video saying "If you're in a hurry, click here and download a free report with all the details."
The bottom line for me - I want to always be marketing to others as I want to be marketed to ... or even more important, as I want others marketing to my wife or children. I don't just think it's the right thing, I think it's the SMART thing for an entrepreneur who understands the value of brand and long-term relationship building versus short-term transactional success.
The savvy business person understands that they can build relationships and positive PR even with those who don't become clients immediately. And this good 'experience' or feeling that you leave even non-clients with can pay off handsomely as they share your message, products or services with others in their sphere of influence.
As a side note. The controlling video tactic isn't even fool-proof. Die hard control freaks like myself figure out workarounds. If it's something I really want to see - I simply use my screencasting software to capture the video in the background while I keep working and then later, I can open the file and scroll ahead to the features and price that I'm looking for ;-)
So, am I the only one here that get's put off by this tactic? Are there other marketing tactics that you find annoying or off-putting?