There are no neutral communications that are merely ignored. With every interaction the receiver builds an expectation of the next communication, what might be a surrogate for “trust.”

It’s why in a retail situation it helps if the clerk smiles. And explains part of the success of Starbucks.

The paradox is that the right offer to the right person at the right time is seen as valuable. But given the very sophisticated bs detectors that people have developed, a single wrong note moves in the wrong direction.

It’s not to say that a wrong note leads to immediate defection. Just that an accumulation of wrong notes increases the chances of the customer getting to the “last straw.”

I’ve always thought that the best principle for marketing is similar to that of medicine.. Do no harm.