Aircraft Safety Anomaly

While we were hurtling over New South Wales today at 939 km/hour and 10,721 metres off the ground on our Virgin Blue flight (in Sardine Class) to Coolangatta, I was thinking about the safety demonstration the cabin crew go through at the start of every flight (as you would when your mind wanders during downtime on flights in Sardine Class!

The first thing the cabin crew do is advise that you should pay careful attention to the safety demonstration/presentation, no matter what your flying experience. Then, they advise that each person has a safety card in the seat pocket in front of them and that you should look through it BEFORE take-off.

You are, of course, already taxiing to the runway.

They then continue with the rest of the demonstration — seatbelts, life jackets, exits etc … yet verbally they just told you to stop paying attention and read the safety card before take-off, which is looming rather fast!

How can you possible follow both conflicting instructions? Shouldn’t they ask you to read the safety card AFTER you’ve watched the rest of the demonstration?

As we’re now in the Litigious Age of mankind, isn’t that a potentially costly safety sequence? Someone gets injured, because their seatbelt wasn’t properly fastened, and they sue the airline as the cabin crew told them to read the safety card instead of watching how to correctly fasten the seatbelt … I’m surprised no-one has considered this issue (especially the legal or insurance types who work for the airlines)!

To me, this relates strongly at times to copywriting — saying the right things in the right sequence. Get it out of order, and you can reduce your response.

Done For You Banking

With the amount of “noise” in online marketing there’s not much these days that gets into my inbox for my direct attention. Most incoming mail is heavily filtered into folders: I’ll look at it if and when I think it’s worthwhile. I’m very protective of my inbox and it ensures I remain focused on what matters to me.

One of the emails that I do allow that privilege is the weekly Springwise newsletter of new business ideas: based on what subscribers spot and report from around the world. Along with its sister site, Trend Watching (monthly briefings on emerging consumer trends), it’s great entrepreneurial juice for the brain. Ideas sprout from the Springwise website daily, but I’m happy to take in a weekly digest.

This week again included a great idea for “done for you” style marketing: this time for wealthy clients of a private bank (Insinger de Beaufort in Amsterdam). As it says in the article, the bank realised many of its wealthy clients lacked the time or patience to deal with their personal finances — so it found a simple and convenient way to solve that problem. The bank even takes care of the entire follow-up process, including paying the bills, filing tax returns and processing business expenses!

And here’s another stroke of brilliance about this idea:

Sensing a gap in the market, Insinger de Beaufort offers its shoebox service to clients at other banks, too.

Where can you add “done for you” into your services? A related service? Something else your client normally has to do in the overall process? This should spark a ton of cross-marketing ideas with complementary businesses, to come up with your own “simple” and “easy” examples.

Affluent Marketing

At last week’s Mal Emery Platinum mastermind get together, we briefly discussed how there’ll be a massive transfer in wealth in the coming decade or more, as the parents of baby boomers pass away and wealth is transferred in greater amounts to the baby boomer generation.

That transfer of wealth will generate an increasing amount of spending on products and services aimed at an increasingly affluent generation who are no longer prepared just to sit out retirement, but want experiences, services and products to actively enjoy life after work.

Here’s one indication of the amount of wealth being transferred, at least in the US:

“The numbers are staggering. According to the Boston College Center on Wealth and Philanthropy, over the next 50 years, the wealthiest Americans will leave behind an estimated $27 TRILLION dollars.
High Net Worth on CNBC, 16 August 2008

(On the CWP website, the figure is even higher — they’re reporting intergenerational wealth transfer of $41 trillion by 2052 — in 44 years).

It certainly reinforces that discussion … so what can you do in your business to make the most of this opportunity? How can you package and present your products to attract affluent baby boomers to your business?

If you haven’t already done so, you should be taking note to ensure this lucrative market is not overlooked.

Target Your Click Throughs Carefully

With ad services like Google Adwords, having control of the page a viewer sees once they click on your ad means you have the advantage of presenting a targeted message.

One of the worst mistakes you can do is to create a compelling headline and brief description, and then just send someone to an all-encompassing home page — that momentum is lost and a visitor is often confused by their choices.

The message on the home page — unless you have a very lead-generation specific website with only one presented message — is not often an extension of the ad message that had the visitor interested enough to click in the first place. That confusion is a “road block” to converting that visitor to your objective.

So it makes sense that the page they see accurately reflects the advertising message … you should use a page that specifically meets this purpose.

However, be careful to TEST that it works!

I clicked on an ad on a web page yesterday (from within Google Mail) … for a bookkeeping company. They had created a specific page for that ad. However, the page I saw had this message:

You are not authorized to view this resource.
You need to login.

Oh no … lost sale. Road block. Crash. Wasted money spent on that click!

Most likely, the person creating the ad landing page was logged in, and didn’t even realise the potential for this type of error. How much money will they waste until they realise this problem?

Admittedly, some visitors may then use the navigation to click on the home page and track down what they were after. But you’re at the mercy of their resourcefulness, and that’s a dangerous place to be, especially when your home page is not prepared to carry that same targeted message.

So … don’t just use your home page as an ad landing page, unless it is very consumer targeted. And make sure that if you do have a specific page, you logout of your web content management system and test the page just as a visitor would see it!