Make It Easier for Your Customer to Buy From You Part 2
I mentioned in my earlier post that the Gift Hamper has committed 5 marketing flaws. I have shared the first three flaws and now I will reveal the remaining two:
4. Headline. There is no strong benefit driven headline to convince the reader to visit their website. Example, “Click Here and Save 30% Off for Your Gift. Limited to first 50 customers only!” or “80% of Your Gift will be Thrown Away. Click Here and Find Out Why…” or “7 Steps to Select the Perfect Gift for New Born/Boss/Wife/Good Pal/Birthday”. The original post card promotion fall into what you will learn in my Brand Mastery bootcamp@ “I, Me and Myself” syndrome.
5. Database System. There is no system on their website to attract and capturing database. Research has done and show that your visitor will usually spend less than a minute looking at your website (unless you are selling something erotic. 
). Meaning to say, they will either buy or they just leave. Hence, a result driven marketer will do everything to capture their visitor’s contact details even there is no sale made because it take resources to get traffic into the store or website. Using my own site as an example, visit www.brand-mastery.com and you will know what I mean. People say Cash is King, I say Database is a Goldmine!
P/S: Forward this blog to your friends if you think it might benefit them.
PP/S:If you need “Ideas That Sell” for your business, drop me an email, ken@justmedia.asia
Tags: ROI Marketing, Brand Mastery, Ken Chee, Branding. Ideas that sell
Vivienne Quek said,
July 11, 2008 @ 4:40 pm
Ken, I’m very sure you got more than the 5 you had mentioned.
I just like to contribute an observation: Most people buy because of “wants” and not “needs”. From concept, copy, design execution and even down to production execution, this card did not tug at the heart to create a rush of emotion to buy. It, therefore, cannot generate a logical reason/excuse to justify the temptation to buy. Sadly and unfortunately, most people will not have an unaided recall of the shop once the DM is out of sight. I just did an experience before I wrote this comment - I can’t remember the name of the shop. It’s really a waste of investment
Many thought that advertising and design is an art. Yes, but not totally correct either. 20 years in the creative business made me tell every of my clients that words, graphics and sounds created are indeed art, but they are firmly based on marketing objectives and end results. These are science because goals can be measured and results can be tracked.
All the best to your coming brand mastery seminar. This card can be a good case study.
Sincerely
Vivienne Quek
Yu Ching said,
September 9, 2008 @ 8:31 am
Ahhhh KEN and VIVIENNE, you have made me swallow bitter medicine!!!! I was the one who sent the card!!! hahaha. Being a newbie at all this & NO experience in marketing or copywriting, I admit I left it ALL to my web designer to do this!!! You’re right, it was a TOTAL waste of money.
THANKS for your tips, I am all the more wiser for it. Now I have a better idea on how to angle my next batch of promo cards!!! (psst, more ideas wld be v-e-r-y much appreciated, and you’ll get a complete case-study to prove to your readers with my next round of cards which I’ll follow re yr suggestions!)
:)
Your critique was very much appreciated.
Warmly,
Yu Ching
www.ThePinkPomeGranate.com (without the ‘d’ :p)
ken said,
September 9, 2008 @ 4:02 pm
Hi Yu Ching, glad that you took the critique with a positive attitude!
If you want to improve and learn more, call Lori @ 6221 0090 and reserve a free 2 hour seat for Brand Mastery at every Wednesday between 2-4 pm or 7.30 pm - 9.30 pm.
I am sure you will gain more during the 2 hours session.
Cheers, Ken
Yu Ching said,
September 10, 2008 @ 12:40 am
Thanks for the invite Ken. But it’s quite a bit to swallow to have my promo flaws being picked to bits in front of a large audience (especially if I’m right there) and I don’t have the strong muscles - yet - to back me up
I’m only 32…
That said, I will still take into mind all that has been mentioned, and you might see an improved version at your doorstep. But p l e a s e don’t critique on it again here will you? Choose someone else bigger ;p If u really need to, email me privately. I will make sure I include the email addy in the promo.