They did NOT say that

“Watson, have you ever had the strong desire to punch someone in the face with no warning?”

This was a start to the conversations between The Effective Detective and I that was quite unusual. Curious, I gave an answer that I thought might elicit a further response.

“I suppose occasionally sir.”

“That is a non-answer Watson, but rather than spar with you verbally, I will merely assume you have had such a feeling, and move on to my story and point,” The Detective answered, before continuing on as promised. “You see Watson, what brought about this question was an exchange I was witness to between a young marketer concerned about the marketing of their company’s product, and a presenter on the topic of digital marketing, whom I feel should have known better.”

“A start that does not indicate the necessity of violent action, sir,” I interjected.

“Hush Watson, you are interrupting. there is more. The young marketer was trying to grasp the concept of a lead capture form on their website. When what this could actually do for them finally broke through the fog, they exclaimed, ‘So they fill out this form and give me permission to hound them!’ I of course was appalled. I turned toward the presenter waiting for him to perhaps break into an indulgent smile and explain to this poor confused young marketer the error in using the word ‘hound’. To my shock and dismay, he instead agreed with them! Something to the effect of ‘Yes, hound them.’ The Detective paused while he placed his face into his hands.

“Perhaps sir, you are over reacting. Perhaps, they said such a thing in jest,” I jumped in, eager to come to the defense of two people I had never laid eyes upon.

The Detective shot me a look before responding. “Perhaps Watson, perhaps. Luckily I contained my first impulse which was to roundly curse both of them out. I then contained my second impulse to stand up and noisily walk out on the presentation. Even if they were joking, there were 40 or so people in the room that based on their questions, were, for the most part, totally uneducated on the subject of digital marketing, and especially email marketing. For them, that statement could have very well been considered as validation of the deed. Hound them indeed!”

“What might you have said differently, sir?” I asked giving The Detective an opening to provide an alternative.

“Obviously Watson, if said young marketer had made such a stupid statement to me, I would have politely informed them that people do not give you permission to hound them. Hounding them is the surest way to make nary a penny via email, and to develop a reputation as a spammer. No, people give you permission to start a conversation, a relationship with them. It is that initial trust that allows you to deepen the business relationship, to position yourself as an authority, and, once that trust is deep enough, to consider doing business with you as a trusted advisor. Pursue the people that have asked to do business with you, that tiny fraction that are ready to buy now. But your list? Treat them patiently, and they will reward you. Treat them as property, or cash-cows, and they will punish you, leave you, and they certainly won’t do business with you.”

“Sage council indeed, sir,” I responded, knowing the discussion had come to an end.

“Just so, Watson, just so.”