While reading about RankBrain I surfed over to Tim Urban’s website and was presented with this popup, “At least I’m not a mid-screen pop-up”. My dislike for the mid-screen (and full-screen) pop-up is so strong that I immediately identify with the disclaimer. There is something about this annoying little friend (foe?) that is highly successful in my opinion.
- The disclaimer understands my emotion towards the popup. It addresses my feelings immediately. I feel validated. I feel like it understands me. I feel it is on my side because it (he? she?) is trying to not be annoying by covering the content I was in the middle of reading.
- It’s not pretending to be something that it’s not. It acknowledges that it’s a pop-up. It owns up to it, making the little guy credible.
- It tells me exactly why it’s here and what it can do for me. It’s not begging, it’s not demanding, it’s not yelling at me. It is reassuring me that the email list, if I decide to sign up, will only be sent 2 – 4 times a month.
- The small accompanying graphic says it all. Everyone wants to be loved. The little popup is telling you want it wants is the same thing we all want, to be loved. That makes us the same, and on the same side. We understand each other.
I still hate pop-ups. I will not sign up for whatever you are selling just because you rudely put a pop-up in front of me, but this one is a little different. This is as successful a pop-up can be, and if my employment forces (pays) me to do deliver a pop-up, this is my new model.
I believe the little guy. After all, he is on my side. He knows how I feel.
