Remember
the old phrase, “You never get a second chance to make a first impression”?
That’s true in marketing, too. What do your marketing campaigns say about you?
Let’s
look at two different approaches.
Dear homeowner,
We’re having a big sale!
Come into our showroom this weekend and check out our wide variety of
merchandise. You’re sure to find something you can’t resist! Take advantage of
big discounts all day!
In
the eyes of the recipient, what does this say about the company sending it? It
tells her that the company wants to cast a wide net. It just wants to get
people in the door as inexpensively as possible.
Now
let’s look at another approach.
Dear Michael,
Thanks for being one of our
best customers. We’re thrilled that you’ve chosen us for your golfing needs. On
Thursday, we’re having an exclusive sale on sporting equipment for our top
customers only. Bring in this coupon and get a 25% discount.
What
underlying marketing message does this send? It tells the customer that the
retailer is interested in him individually and values his long-term customer
loyalty. It tells him that the company values his business enough to make an
investment in him, by understanding his preferences and needs (through
collected data), and by sending him a high-quality communication.
When
you send out marketing communications, you are really sending two messages:
your written marketing message and a subtle, unspoken message about the
recipient’s value to you. Are you sending the right messages?
