I heard the story of someone driving home to England from a trip to Wales. As he passed imaginary border into England there was a sign which read ‘mynd adref saesneg’. The sign was painted in large red letters at the side of the road making it impossible to be missed.
Not knowing what it meant he checked with a Welsh friend when he got home. The translation was ‘Go home English’.
Whether you agree or disagree with the sentiment there are two fundamental flaws with the message.
1) the person the message is meant for can't understand it.
2) It’s delivered when the target audience, the ‘English’ is actually going home.
Make sure that your marketing message is written so that your prospective customers can understand it and is delivered before they have already made a purchasing decision.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.