Who are you fair to? And who are you unfair to?
We’re fair to people we like. Share half of the cookie. Make an offer that’s enticing enough to get them to opt-in, perhaps with self-liquidating offers on the backend to recover your costs. These people think you’re alright.
We’re unfair to people we like most. Share ‘half’ of the cookie and make sure they get the bigger half. Make an offer that gives them what they need and exceeds even their wants or dreams. These people stand by you.
By this token, good marketing should be fair…
…but great marketing should be unfair.
Are you being unfair to those you wish to serve?