An Example from Starbucks of How to NOT Get What You Want

 (requests) + (incentives) = results

I was going through my email today and got a request from Starbucks (edited for space considerations):

Dear David,

Thank you for being a Starbucks customer. As a customer, you canprovide a unique perspective on the products we offer. We would like you to participate in a brief survey about your away-from-home preferences for coffee, espresso and tea beverages, last occasion at Starbucks and interest in select special offers from Starbucks.

We know how busy you are, and with that in mind we have structured the survey to take no more than 5 minutes of your time. When you are ready to start, please go to the survey by either clicking on the link or copying and pasting the address into your browser.

Thanks for being a Starbucks customer, and we look forward to serving you in our stores!

Warm regards,

The Beverage Team

Starbucks Coffee Company

What's wrong here? No reward, no incentive for me to comply. Why in the world would I take five minutes of my time to give one of the wealthiest multi-national companies in the world my information with no compensation? For a second I thought they were going to give me a reason (We know how busy you are....) but what was missing was the second half of that sentence (created, obviously, by moi):

and to thank-you for your time and assistance, we will give you a code for a free drink of your choice in any or our stores.

But that carrot was not there so I hit the delete button and moved on. All stick does not work for me, and doesn't for most people.

Want results? Give someone a reason to act. Otherwise, they will probably hit delete too.