In our beloved industry we often say "spam is in the eye of the beholder." Well now we can add "spam is on the menu at Burger King." But what we are all waiting for is the infamous McDonald's signs reading "Billions and billions of spams served up daily." Thanks for the light moment Bill.

Define the irresistible offer
Consumers have a selective nature and so they grant a company permission to communicate only when they know what's in it for them. You have to provide immediate rewards to your prospects for paying attention to your messages. Offer something that your customers will want to learn more about and may be unable to find elsewhere, such as newsletters, ebooks, magazines, free offers, gift certificates, etc.
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