Kranz On Copy: Insights and answers on copywriting and writing copy

Whenever I hear the old saw about "one-to-one" as THE marketing mode of the future, I think of the similar hype surrounding germanium and its potential as THE super-chip substrata of the future. As one wag put it, "Germanium is the chip of the future -- and always will be."

"One-to-one" will always be as elusive as El Dorado or Shangri-La. Of course, we marketers want "one-to-one" relationships with our customers because it's in our interests to have them. But what about our customers? Can they possibly be as eager for "one-to-one" relationships with us? Or are we standing in front of slammed doors with wilting flowers in our hands?

Yeah, I know there are tons of opportunities to tie data to customized offers and to tie offers to specific behavioral triggers. Some of these may work (that is, prove to deliver profits in excess of their expense). But our prospects are growing increasingly wary of our access to their personal data. And they don't necessarily want us serenading under their windows all day and night.

Let's keep an eye on the basics: Customers retain the upper hand and will dictate to us the terms and conditions of any relationship, not the other way around. And you can communicate until you're blue in the face, but if your prospects don't see what's in it for them, you're not going to see a lot of customers.