Google AdWords For Dummies (For Dummies (Computers)) by Jacobson Howie & McDonald Joel & McDonald Kristie

Author:Jacobson, Howie & McDonald, Joel & McDonald, Kristie [Jacobson, Howie]
Language: eng
Format: mobi
Publisher: John Wiley and Sons
Published: 2011-11-13T16:00:00+00:00

Even giving someone your e-mail could be considered a mistake if that person misuses the e-mail by spamming you or selling it to other spammers. Behavioral economists tell us that humans do much more to prevent loss than to achieve gain. So your prospect’s default action, given even the slightest doubt or hesitation, is inaction.

Most of the time we’re just acting in damage control mode, asking ourselves, “What’s the worst that can happen here and how can I prevent it?” At the threshold of opting in, prospects want to be reassured that you won’t spam them; that they can stop the flow of e-mails easily at any time; and that you’ll respect their privacy and not sell, rent, barter, or give away their contact information to anyone else.

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