For the second time in my life I got the notice to appear for jury duty, and it's a good thing the jury duty people in Massachusetts aren't in charge of anybody's marketing.
I actually don't mind jury duty - I served on a jury a few years back and found the experience enlightening. I know a lot of people that try to get out of jury duty, but I would only seek to get disqualified under legitimate reasons.
So I get the card in the mail saying I have jury duty. In Massachusetts they have the one day or one trial system. That means I go for a day if I don't get put on a jury or, if I make it on a jury, I serve for the duration of the trial. I have no idea how long it's going to take so I make my schedule as flexible as possible around that time. It's a pretty big inconvenience, but it's my civic duty.
Now there's a form I have to fill out, and I have only ten days to do it or they can chuck me in jail. Thank goodness I didn't get the notice at the beginning of a two-week vacation. I am expected to parse through this booklet looking for reasons why I might be disqualified to serve on a jury. They're making me work to do my civic duty.
I send that thing in and I get another notice in the mail. I have been put on standby and I have to call on a specific date and time to find out if I actually need to show up. That makes me feel wanted. Oh yeah - there's yet another form I have to fill out and remember to bring with me should I have to show up to the courthouse.
I understand the process of jury selection can be very difficult, but if the system wants more people to do their civic duty shouldn't they make it easier?
In marketing, unless you are selling unique products with a very limited customer base, you should make it as easy as possible to buy. Don't make people work. By the way, most people consider thinking work. We like shortcuts, and we like things to be easy. We want to buy, but not if it's work.
Look at the sticking points in your selling process. What can you do to make it easier for your customers to do business with you?
J D Moore - Marketing Comet