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Why does interruptive marketing and selling make our blood boil? If you answered “Because it wastes our time,” you’d be wrong. While that is definitely true, it’s not what makes us angry, because wasting time isn’t something that intrinsically upsets us. I’ll be the first to admit that at times I get lost down black holes filled with listicles, cat-befriending-dog stories (read without a tissue at your own risk) and “what we should call me” GIFs, and the only redeeming quality of that content is that it makes me happy.
Telemarketers and the like drive us crazy because of one thing: their agenda.
There is no story. They just want our money, and that’s not something we are generally eager to part with in exchange for what we didn’t go looking for in the first place (we’ll happily part with it if we’re just “browsing” in the aisles of Target). Inherently, we don’t want to be “sold.” We feel we’re being tricked. That’s why we avoid the people with clipboards standing in the street and the kiosk people who stare us down in the mall....
It's time to replace your interruptive marketing and advertising with storytelling.