Everybody Writes, 2nd Edition



60Should You Ungate Your Content?

Let's say you walk by a storefront. From the outside, you like the vibe of the place. The products on the shelves look … promising.

As you step inside the door, a foot-tall robot jumps out of nowhere: “HI WANT TO CHAT? I'M HERE TO HELP YOU FIND YOUR WAY.”

You kick him aside. You browse the aisles. Something catches your eye.

As you reach out to look closer, a salesperson slides directly in front of you. “TONY,” his name tag reads. He has a tattoo of an onion on his neck.

“Not so fast, sister,” TONY says. “You want to touch it? Look closer? See if it's right for you? Give me your email address first.” His neck veins bulge. The onion pulses.

Before you can respond, a voice crackled over the PA system: “THIS WEBSITE USES COOKIES TO ENSURE YOU GET THE BEST EXPERIENCE. DO YOU AGREE!”

“Yes … ?” you murmur. Not sure exactly what you are agreeing to.

Sweet Cheez-Its. The robot is back.

“WHAT WOULD YOU LIKE TO DO?” it shouts from somewhere by your knees. “LEARN ABOUT PRODUCTS? LEARN ABOUT PRICING? GET EDUCATIONAL CONTENT?”

Then: “CAN I GET YOUR EMAIL ADDRESS IN CASE WE GET DISCONNECTED?”

* * *

Should You Ungate Your Content?

Is it possible to grow your email list and get better leads by giving away your content—without asking for an email address? Without forcing a data shakedown?

Without harassing people? Without keeping your content locked up—like the shaving razors behind lock and key at CVS?

Not too long ...