The Long Run

Some of you may not know this, but on website forms you can force the user to enter certain information. It is no different than when you fill out a form that will not let proceed because you forgot to enter your street address. 

I never force my users to enter a name or phone number. This is something that Seth Godin would call permission marketing. If I don't have your express permission, I am not interested. I don't get discouraged when a form submission doesn't turn into a lead. If a user prefers not to put in their contact information, that is fine. If they don't care to give me that information, I don't care to pester them for it. 

It is what I would prefer if I was the customer. I like to treat my customers how I would like to be treated, and I think that goes farther in the long run.