Great insight today from Seth Godin - who just gets it:
I know that I have to fill out this form before the doctor will see me, but the way you behave when you design the form and the way you ask me to fill it out will change the way I think about everything else you'd like me to do.
I know that I have to go to that meeting or pay that tax or listen to this lecture, but, right here, in this moment when you have power, you are going to to establish the way I feel about your entire organization.
If a marketer works hard to provide a positive experience when the customer has no choice, the benefit of the doubt that's earned is worth far more than it costs.
Redesign that form, change your attitude, adjust your fees and bend over backwards to be grateful. It'll be rewarded.
When we think PR, this is often the starting block of the race for a customer. It is the first a new customer knows, learns and then interacts with you. So get it right. Get the PR right. Make sure that message holds the power and right brnd for your organization.