Copy Tip 20: Make Sure Your Offer Is Current
Wow, the Aussies ended up losing the second cricket test (and thus the 3-test series) … our first series loss at home for 16 years. Crikey.
Anyway … this copy tip is a “catch up” — away from the computer unexpectedly yesterday and a catch up today.
I’m interrupting our current programme to let you know one REALLY IMPORTANT tip … make sure your offer is valid and current!
I just watched an ad on television (not that effective) … but with one TERRIBLE error that could potentially cost the advertiser thousands in revenue: it was for Melbourne’s new observation wheel.
At the end it had these words:
OPEN SOON
Doesn’t sound so bad, does it?
Here’s the terrible part … the observation wheel had its Grand Opening 10 days ago.
In other words, by advertising “Open Soon” they’re telling people not to visit the attraction yet … so they’re turning away revenue!
It’s like airplanes and hotel rooms … once a day is lost, it can never be sold again … you’re operating under capacity and leaving your product un-sold.
On their website, they’re now open every day — so there’s now two lots of waste/lost opportunity:
- Missed revenue from not selling tickets to the observation wheel
- Wasted advertising spend on inaccurate offers/messages
Now hopefully it’s a production error by the television station and the client gets a credit — but even still, the wrong message is being sent to potential customers … “keep away for now”.
Here’s the worst part … I see this ALL the time!
It happens a LOT especially in magazines — offers that expire while the magazine is still “current”; upcoming events that have already taken place … validity dates for travel offers expiring too soon for readers to take action.
Why is it especially prevalent in magazines? It’s because of the often much longer “lead times” — deadlines — for advertising artwork. For example, an ad might be due early December and not be on the shelves until February (and be valid until at least March) … and you might have had the artwork done in November!
So remember to plan ahead and make sure your offer is valid when your prospects will see it!
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I agree - many people miss opportunities. Yes its hard sometimes, but keeping a good diary of upcoming promotional opportunities is vital - know when sale and specials opportunities are coming up and plan for them.
I also make use of affiliate marketing networks and it is APPALLING to see blue-chip companies who have out of date stuff on there advertising collateral!!
Thanks for the post Dean.