Don’t Make Consulting Clients Think “What Is This?”: Marketing Mondays

Just the other day I got this in the mail…

Now, I know what Netflix is. I’ve used it. I’ve seen their commercials.

But has everyone? I’d say most certainly not.

Isn’t it a waste for Netflix to spend (presumably) tens, if not hundreds of thousands of dollars, or more on mailing out this direct mail piece…with such a lame message?

Are you forgetting to state the obvious…?

The Marketing Message

Wait a second. There isn’t a message…

All it says is “Netflix” and “1 Month FREE Trial.”

So if I don’t know what Netflix is…do I want a 1 month free trial? Probably not.

Avoiding Getting Trashed

Would I take the time to open this letter and read more…with my recycle bin within arm’s reach…highly unlikely.

All Netflix needed to do was add a headline that conveys their value proposition to the front of this mailing…and a bit of extra copy to the back.

Something as simple as “Instantly watch as many movies & TV episodes as you want!” which comes right from their website.

That would peak my interest. That would get me to open the mailing. And that my friends would make them a whole lot more money.

The Question for You

The question for you is, as you look at your website and marketing materials, are you forgetting to state the obvious?

Will prospective clients clearly understand why they should give you their attention and what makes you different than everyone else?

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  • Janice A.

    Yeah you are right on this for sure as they could easily make this much better.

  • rontester

    Good reminder, Michael. Thank you. I think sometimes we get so caught up in our own world that it’s hard to remember what life is like for others. Reminds me of Chip and Dan Heath’s “Made to Stick” and the tapping game they reference. One person taps out the rhythm to a common song like “Happy Birthday to You” and the listener is supposed to guess which song it is. The tappers estimated that the listeners would guess the song about 50% of the time but the listener only guessed right about 2% of the time. What is blatantly obvious to the tapper is unknown to the listener. The tapper cannot not hear the song in their head as they are tapping out the rhythm, but the listener isn’t privy to the song in someone else’s head.