A post with links to multiple wine articles appeared in my RSS feed and two of them piqued my interest. Clicking each brought up web pages of the San Francisco Chronicle and the Wall Street Journal respectively. Each one offered the headline, a sentence or two and then told me to log-in or sign-up.
It is entirely possible that signing up would be quick, easy and require only that I agree to receive emails. Perhaps there would be a need to conjure up yet another password to something I may never use again. Even less appealing would be needing to pay to access the article.
In the end, it didn’t matter. Despite wanting to read both articles the obstacle placed in front of me outweighed my desire for access. The Wall Street Journal has good articles but my lack of familiarity with the author caused me to close the window and skip the read. I know little about the San Francisco Chronicle and, although I did know the author, I do not always love what she writes.
How easy is it to let me visit as a guest and then bar me from access on a subsequent visit unless I then decide to share my contact information? I’m happy to invite you in once you demonstrate value to me but there is too much good information and great writing available for free to make demands before I make a commitment, even one as small as sharing an email address while creating an account.
If you meet someone are you expected to provide them your contact information in order to talk to them? Of course not. (If you said yes to that, please tell me where and when you interact with new people so I can come observe this process and the hilarious reactions that will inevitably follow). You talk, you learn, you decide if you’re interested.
Wineries would be smart to remember this. Wines sell because people taste them and like them. In many cases, the first experience is free, whether by the generosity of someone who bought a bottle or through marketing efforts.
Free samples are everywhere. Taste, experience, buy-in...or don’t. The offer of food or wine to taste costs someone money every time and some moochers will never support your business. Sharing an article that has already been written and is currently available on the internet costs no one anything to share it with more people. When walls discourage potential new customers it can cost you everything.