On Saturday, our company Koombea was featured in a front page article on the New York Times about people who have been laid off who are starting their own businesses now.  The article focused on me and a guy who is selling jellyfish tanks.

As a result of the article, we got a ton of leads coming in over the weekend.  It’s been really overwhelming.  But as I’m going through and replying to everyone, I’ve twice been autoreplied by a service called Spam Arrest.  The idea is that when someone sends you an email, they get a reply that forces them to a website where they have to prove they are human by filling out a captcha.  Even if you’re replying to an email sent by that person.

This puts a barrier between you and the people you want to reach you.  As anyone who has ever done any marketing at all knows, the more steps you introduce to a process, the more attrition you’re going to have.  A one click experience is better than a two click experience which is better than a three click experience.  For something as simple as replying to an email, introducing a barrier to the middle of that communication is like telling the person that you don’t trust them and you don’t want to hear from them.

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It seems simple, but I’m constantly amazed by how hard some people make it to reach them.  We’ve got an email and phone number right there on our front page and Jonathan was taking calls all day Saturday and Sunday as a result of the article.  That’s because we want Impact Pt II movies to hear from you.  Robert Scoble has his cell phone number listed on his website and he loves when you call.  He’ll always pick up if he can.  I’ve tried it.  Early adopter blogger Louis Gray does the same thing.

So here’s the very basic lesson learned for today:


The Poseidon Adventure trailer Give them an email address, a phone number, your twitter account, an address, a website, a carrier pigeon…anything you can think of to make it easy to reach you.  Otherwise, you will lose business.  Guaranteed.