Mythbuster: Missionary position
Les Binet and Sarah Carter
DDB
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that marketing ‘converts’ people
'Conversion’ is all around us these days. Whether running a brand campaign, sending targeted direct marketing, or managing a website, the aim seems always to be to ‘convert’ people – from believing x to believing y, from rejectors to prospects, or from customers into loyalists. You'd think we were missionaries, not marketers.
But this religious conversion language is dangerous when applied to marketing....