Sometimes, though, I get embarrassed, as a marketer, by the actions of some practicioners. Today's example: AARP. I got a mailer today that starts:
"We regret to inform you that your AARP membership has been cancelled. Unfortunately, because we didn't receive your renewal instructions, we had no choice.It then goes on to pitch me on the benefits of AARP membership and to offer me an opportunity to reverse my error. There are two problems with this.
1. I'm not their friend, andA common complaint about people of my age (I'm 67) is that we are a bunch of greedy bastards trying to grab every government freebie we can and passing the bills on to our children and grandchildren.
2. I've never been a member of AARP and never will be.
It's an ugly stereotype, but unfortunately there's some truth to it. And AARP exists for the purpose of making it totally true.
And a mailing of this type, that tries to trick people into buying a service, rather than trying to sell it on its merits, does nothing to change my opinion of AARP.