Like many people with a web-searchable professional address, I get routine spam about how I’ve been “nominated” for some “prestigious” “Executive Who’s Who” directory – all I have to do is “complete” (write from scratch) my profile on their website. I’ve obviously never gone through with it far enough to know for sure, but it seems certain if you did this they’d be bugging you to buy the “special gold embossed hardback edition” or whatever.
I kind of guess how as a silly bit of pride parents might be conned into buying “Who’s Who Among American High School Students” or the like, but how could any serious executive (especially in a job like mine, which has its own respected and established registies/search tools) be conned into believing that anyone picks up such a bogus (online or hardcopy) directory when choosing who to hire/send business to/buy from? I’m not underestimating vanity, just common sense, that there is anything to be vain about w.r.t. having your name in some sixth-rate “directory” that no one could ever use.
How do these companies stay in business?