And so do you. I'm not trying to offend you. Honest.
Our brains are saturated, overexposed, goldfish, marketing nightmares. But you've heard this before. Too much information, all thrown at us right now, and if you missed it then you lose, and if you caught it then you're so-three-seconds-ago when you began reading this sentence.
But my take is that even though we're more tired than ever before, we're also smarter. I need to have faith in you. Because you have exactly what I need: the intelligent prowess to understand me, and that is most important of all.
When that brain of ours feels a little weary and a little overloaded, it's not just going to take flash, pep and jazz to move us off of our ergonomic office chair. Instead, we'll respond to intelligence, wit and insight.
So, why don't I tell you something you may not know, in a way you may not have seen, and then ask you to do something for me in return. Visit a url. Call a phone number. Fill out a survey. Cut out a coupon.
And when we get really cozy with one another, I'll give you something bigger, something intangible so that you will do something big for me. I transfer the knowledge. Make you an advocate. Being an advocate gives you immeasurable power. And we create a long-lasting bond.
Their website design has to be one of the most refreshing I've encountered to date:
It's bright, engaging, colourful, distinct and does everything right to force me to that next click: Free! Get Started here.
Only one problem - the product they offer for online money management is limited to the American population. I had to go through two clicks before I determined this, more like before I was bestowed the privilege of receiving this decision-altering information. I was ready to sign up, filled out the appropriate form only to discover that the Zip Code field was just that and did not offer the ability to accommodate another country -- not even a neighbouring country.
We can talk financials and the legalities of offering this service across borders but take another glance at that homepage, it is the perfect representation of ambiguous marketing, nowhere is the geographical restriction stated.
They had me eating out of their pretty green hands only to leave me sorely disappointed. So at the heart of this experience is the question of how much information is enough?
On the one hand, they surely do not want to drive me away because of my place of residence but, on the other hand, there is nothing they can offer me due to the restrictions of their product. How do we strike that balance in communicating just enough without leaving prospects hoodwinked?
In Mint's circumstance, I haven't dug deep enough to understand why it is a US-only offering, though their reasons may be sufficiently legitimate, who knows now if I'll ever return. I'm more likely to opt for a competitor looking to pounce in the near future on what Mint has neglected.
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