…plus a couple of other marketing observations on this, the first day of the second half of 2011!
In no particular order…
1. The last few days as I’ve been out on my morning walk, I’ve noticed an ad on the side of a passing bus. At first glance, it contains only the headline or phrase “Impeccable Taste”. No obvious call to action. Today, I notice that tucked away in the bottom right hand corner of the ad is a website address (I confess, I’ve already forgotten what it is…I’ll update when I can).
Firstly, the ad itself isn’t compelling copy. But making matters worse is the wimpy call to action and then, in effect, hiding it away!
Now the ad may be very “tasteful” but that’s not going to get results. Always remember in your advertising and marketing that you want to (a) make it very clear what you want people to do and (b) make it easy for them to do so.
2. Next…
…I’ve commented before that in every communication with a client or a prospect, you have an opportunity to present a marketing message. If you don’t include some form of call to action in every form of communication (and it doesn’t have to be too blatant and “in your face'”) then you’re missing out on an opportunity.
Case in point.
With one of the monthly marketing newsletters that I receive, there’s a “Get It Done Sheet” included for the reader to take notes and set up action items.
Great idea. Gets the reader involved and also encourages them to act on the excellent information in the newsletter.
However, there’s no call to action or mention of other services. How easy would it be to add some “suggested action items” each month such as checking out a new product or reserving a place at an upcoming seminar?
So, worth looking at your marketing collateral and seeing if there is an opportunity to add a tasteful (and clear) marketing message and call to action.
3. Thirdly, today is July1, the first day of 2011 “Part 2” (also the first day of the new “Financial Year” here in Australia). Good opportunity to remind your clients about that and prompt them to renew and recommit to their goals for the year…and perhaps take advantage of your services to help them reach those goals.
July 1 is also the anniversary of the birth of Australian poet Dorothea Mackellar. Best known for her poem “My Country” with the well known line “I love a sunburnt country”.