Saturday, July 23, 2011

Wasted Writing: When the Offer isn't Worth the Ink

Personally, I have never been asked by a client to create a "worthless" e-mail campaign, Facebook offer, or other ad copy that isn't worth the ink. If I ever am, I think - and I hope - I'll be tough enough to reply, "is that the best you've got?"

Some campaigns (sorry, Starbucks) really aren't worth bothering customers about. The ads amount to worse than wasted time and money for the company. They also add to the general clutter of our collective consciousness and increase the likelihood that "subscribers" (and some firms use that term very loosely - are you listening, Viacom?) will just hit delete.

Case in point: Starbucks rewards card e-mail campaign, July 18-22
The "big news" was that the retail stores are reinstating the "Treat Receipt" offer. How big is it? You decide:
Bring your morning receipt in after 2 p.m. at participating stores and we'll serve you up a cold grande beverage for just $2.
Yep, that was the lead offer. The only offer, in fact - followed by seven (7!) advertisements, none of which included money-savings offers.

I'm not sure how these things get through multiple marketing department decision makers. I like to think I would have spoken up in the corporate boardroom and said, hey, now that there's a Starbucks on almost every corner and penny-pinching is everybody's new favorite hobby, offers need to be a lot more attractive than "spend disposable income here twice in one day and save a buck."

Maybe they wouldn't have listened to me. I hope my clients will.

- - - - - - - - next: Make sure your communications have operational back-up - - - - - - - - 

Need a writer who speaks her mind - even if it upsets the apple cart? I never lose sight of my customer service and marketing background, and believe it's my job as a writer to make sure your message is the best it can be. I don't waste your ink or your time, and I do everything I can to give your customers and prospects something worth reading. Contact me for a free consultation.

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