(January 31, 2003) - For a brief moment, it looked as
though this would be our last column. Gasping as the title unveiled itself in
our email box, we were certain that our tribulations in the recession were over
as we read the attention getting title of the email: Wanted: Customer Service
Representatives. "Shooee", we thought, "our ship has finally come
in."
On a separate front, we're waiting patiently for our $20 Million check. This
very private and confidential transaction is conducted on behalf of a beleaguered
South African family. After receiving about 3,600 pieces of email diligently
requesting our help, we finally succumbed. The really good news is that we'll be
losing a lot of weight while we wait. Our no-pain diet formula will be arriving
by mail as well.
We'll be the skinny, rich, glassy eyed (we ordered herbal viagra, too)
fellow.
Thank God for the spam; we'd never have had all of these fantastic
opportunities without it.
The funny thing is that the spam mentality is being copied by PR people and
marketers from vendors in our industry. From the issuance of press releases to
the discussion of new products, form letters are being issued at fast and
furious rates. Weirdly, some companies are selling "talent pools" and
the tools to bombard them with spam as a recruiting gambit. Their brethren are
peddling job board accounts to multi-level marketing schemes.
Here's the sales pitch: "Hi! Would you like a dose of brand
cancer?" "No? How about giving us one?"
That's what you get when you send crap in the mail titled "Company XXX,
Important" while asking for time to explain your latest deal with TMP.
Surprise! Everyone has seen deals with TMP. It's spam unless you give value with
the note.
That's what you get when you bombard mailboxes with "offers". It's
what you get when you think that a "relationship" constitutes
"permission" to send form letters to a "community". It's
what you get if you send more and more email because your first one didn't get
the response you thought you deserved.
Sadly, it's worse than that. Recently we got a series of pleas for our time
with the following pitch:
Sorry to hound you, but, and without sounding obsequious, you've got your
finger on the pulse of what is happening out there. I've got an interview
and story coming out with a high level reporter at Reuters. I really would
like to touch base, just so I'm up on everything and am not suprised.