I received this email and it’s wrong in so many ways. It was sent by Zoomer Promotions on behalf of Medjool Dates. Their lack of call to action or any incentive makes me wonder how this could have been sent out to what I assume is a considerable mailing list. Even if the client doesn’t understand why they need a call to action or incentive – the person advising the client should intervene and educate them.
Effective ads and promotions need a compelling call to action or else it’s just vanity publishing. It’s why us marketing and business consultants get clients who say “I’ve tried that and it didn’t work” tarring a huge industry with a wide brush that is undeserved.
Yes, bad ads generate bad results. Good ads generate good results. GREAT ads get GREAT results. And clever ads win prizes but not necessarily sales.
An ad’s headline and call to action (CTA) needs to be tested for effectiveness before exposing to a large market. Much like you can do a split email test (A/B test) and split your mailing in two to see which subject line gets the most opens and clicks. It’s really quite simple. But when you break or ignore the rules, you won’t get the results you’re expecting.
The ad states that Medjool Dates have 50% more potassium than bananas*. So why do I need more potassium I wonder!? Does the “*” lead to more information? No, it’s only restates the obvious and where they got that amazing fact. Still it doesn’t tell me why I need more potassium.
I’ve seen this product at my local grocery store but have never bought them. Looking for a deal as I assumed there had to be something in this promotion, I was disappointed. The blandest dullest ad I’ve seen in a long time.
When you’re in B2C – where’s the coupon? A coupon has many benefits, in that it’s trackable, so you know what part of your marketing is working AND they stay around until used, so reminding prospective customers that you exist. I built my garden business on a rack card that got put up with the infamous kitchen fridge magnet. The photo of my garden was appealing to any gardener. It worked, I built a thriving destination centre in the middle of nowhere, 45 minutes SW of Ottawa.
So small biz owners and entrepreneurs – whatever marketing or sales piece you send out, make sure there’s a clear compelling call to action!
What’s in it for your ideal prospect?
Give them an incentive to signup or go to your website.
Make it about them and educate if you must and give them the reason WHY they should eat more dates than bananas! Why is potassium so important? Chime in below. Thanks!