Telemarketing Takes a Hit

Hate those annoying telemarketing calls?  Wish you could turn the tables?

If you’re a resident of Missouri, you can.  The state recently passed a law allowing residents to put themselves on a “no call” list that bars telemarketers from calling them.  As reported on The Kansas City Star online, 800,000 residents signed up in just seven weeks (08/16/01).

Telemarketing is big business, and one could argue that the industry provides a vital service.  Still, 800,000 people using the law to block that service is significant.

How can you minimize the possibility that your communication is unwanted?  To begin with, remember to only send messages that need to be sent—does your audience need your message?  Then, decide how best to reach your audience.  Remember that timing is important, too—you’ve probably received a telemarketing call just as you’re about to sit down to eat.  How did that make you feel?  Now imagine being interrupted on a busy day at the job with an irrelevant message.

“Common sense” is not enough.  Get to know your audience.  What is the best avenue for reaching it?  Phone call?  Paper message?  Email?  When is the best time to call?  People who work nontraditional hours—the third shift, for instance—might not like to be contacted in the late morning or afternoon.

While there are no guarantees that your message will get through, you can increase the chances of its success through careful planning and audience analysis.