The MMBA Regional Meeting schedule ramps up this week and continues through the month.
Consequently, while this newsletter will be published every week, it is likely to be sent at at various times.
Thanks for your understanding and continued positive feedback on this publication.
On another note, I received the following email solicitation from a local liquor store:
The bottom of the page listed the facility name, address and website.
(Out of respect, I took that information out from the above.)
That was it!
This email was a waste of time, since it did not have any of the elements of effective advertising:
Attention - The headline should act as a stimulus and cut through the clutter. It must be appropriate, relating to the product or service, the tone of the ad, and the needs or interests of the intended audience. Nothing about this ad "cuts through the clutter" of other emails I receive.
Just a bunch of logos.
Interest - Keeps the prospects involved as the information becomes more detailed. There is no "information."
Just a bunch of logos. Credibility - Makes believable claims. There are no "claims" about a wider selection than the competition, favorable price, knowledgeable staff etc.
Just a bunch of logos.
Desire - Describes the benefits of the product or service.
There are no benefits indicated, including limited availability, product quality etc.
Just a bunch of logos.
Action - Motivates people to do something.
There is no "call to action," such as "Prices Good only in October."
Just a bunch of logos.
The Bottom Line: If you are going to advertise, keep the marketing elements in mind and do it right.
Paul Kaspszak Executive Director
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