Firstly, here is a picture of me and my mum...

My mum has been shopping in the same supermarket for the past 20 years. Then, 3 weeks ago, she vowed never to set foot in that store again. The reason? Self-scan checkouts.

She absolutely hates them. It’s about the only thing in this world that makes her angry (apart from Russell Brand, but he makes all of us angry so he doesn’t count).

Her argument is that if she’s going to spend £250 there every month then she should be able to talk to a human being who can help with any questions she might have before departing with her hard earned cash.

She’s got a point I reckon. I mean, self-scan is fine but it’s not for everyone.

This was in my mind as I was speaking to a client a couple of weeks ago about his marketing to schools strategy. He was adamant that he didn’t want any teachers to email him about his £200 one-day seminar; he simply wanted them to book via his website.

So I thought about my poor old mum and how angry that would make her. And then it started to make me angry. I couldn’t help it. So I told him about my mum.

In the end he agreed that the final email of his strategy should ask teachers if they were interested in the seminar and invite them to get in touch if they had any questions they needed answered.

It turns out that the client sold 4 times as many tickets via those replies from interested teachers who just needed a bit of reassurance, a bit of human contact, a little bit of love, before they parted with their money.

Nice one mum.

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Marketing to Schools Emailing Teachers Selling to Teachers Email Calls to Action How to Sell to Schools Email Head Teachers

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