{"id":19795,"date":"2017-07-24T01:15:35","date_gmt":"2017-07-24T08:15:35","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19795"},"modified":"2017-08-07T01:09:14","modified_gmt":"2017-08-07T08:09:14","slug":"great-marketing-pitch","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2017\/07\/great-marketing-pitch\/","title":{"rendered":"IT’S ALL ABOUT THE OFFER: Watch a Great Marketing Pitch Become Terrible"},"content":{"rendered":"

The other day I was astounded to see a brilliant marketing offer in my mailbox:<\/span><\/p>\n

“2 Free Months of Pool or Spa Service”<\/span><\/p>\n

\"Marketing<\/span><\/p>\n

When I turned over the tri-folded flyer, however, here’s what I saw.<\/span><\/p>\n

\"How<\/span><\/p>\n

The “2 free months” promoted in a large, bold headline on the front side turned out to be the 6th and 12th month of one year’s service (yawn)…<\/em><\/span><\/p>\n

…noted in the tiniest type size used anywhere on the flyer.<\/span><\/p>\n

“Well, what’ya expect, Dan? That a pool service company is going to try to attract business by offering new clients 2 months’ service for free? No strings attached? No one-year requirement?”<\/span><\/em><\/span><\/p>\n

Yes, that’s what I expect.<\/span><\/p>\n

At least, that’s the kind of thing I expect in a Great Offer<\/a>.
\n<\/span><\/p>\n

It can be limited to<\/span>
\n \u2022 New clients<\/span>
\n \u2022 Residential pools (single residences only; not apartments)<\/span>
\n \u2022 Owners only<\/span>
\n \u2022 Within a specific geographic area.<\/span><\/p>\n

Think about it.<\/span><\/p>\n

What do you know about the people who would respond to such an offer?<\/span><\/p>\n

\u2022 They are homeowners in your defined geographic area.<\/span>
\n\u2022 They have a swimming pool.<\/span>
\n\u2022 They do not presently have anyone servicing their pool… Or they’ve finally gotten so fed up with the unreliable service they’ve been getting that they’d love to make a change for the better.<\/span><\/p>\n

Pools need servicing.<\/span><\/p>\n

Every week.<\/span><\/p>\n

All year ’round.<\/span><\/p>\n

If you provide excellent servicing at a price that isn’t outrageously higher than the standard in your area…<\/span><\/p>\n

If you teach your pool service people how to interact with clients and make sure they show up when they’re supposed to show up…<\/span><\/p>\n

What do you think is going to happen after those first 2 months?<\/span><\/p>\n

Do you think the pool owner is going think, “Okay, I got my 2 free months. Now I’ll start all over and try to find a good pool service company”?<\/em><\/span><\/p>\n

Of course not.<\/span><\/p>\n

Once people find a reliable service company that does a good job and that they can trust, they stay with that company.<\/span><\/p>\n

For a long time.<\/span><\/p>\n

Actually, It’s the Offer Plus…<\/span><\/strong><\/span><\/h2>\n

At the beginning of this article, I declared “It’s all about the offer.”<\/span><\/p>\n

Actually, it’s “all about the offer…being made to the right people.”<\/span><\/p>\n

In this case, “the right people” = homeowners in a specific geographic area who own swimming pools and don’t presently have satisfactory regular pool service.<\/span><\/p>\n

Guess what?<\/span><\/p>\n

This pool company could have purchased a list limited to homeowners with pools, in a specified geographic area.<\/span><\/p>\n

Maybe they were smart enough to do that, rather than simply mail to every homeowner in the neighborhood.<\/span><\/p>\n

In that case, they ended up making a crappy offer to a good list.<\/span><\/p>\n

One secret of marketing success is to make a great<\/strong> offer to a good list.<\/span><\/p>\n

This mailing piece, however, doesn’t make a great offer.<\/span><\/p>\n

Not even a good offer.<\/span><\/p>\n

But it began with so much promise.<\/span><\/p>\n

Does Your Radio Station Encourage Crappy Offers?<\/span><\/strong><\/span><\/h2>\n

When a local advertiser wants to run commercials that promise FREE* BIG BURGERS, EVERY TUESDAY <\/span>(*with the purchase of a jumbo burger meal with fries and a large soda),<\/span> do you try to steer them toward a more compelling offer that will deliver a positive R.O.I. on their ad campaign?<\/span><\/p>\n

Or you just thank them and then tell your production department, “This needs to be on-the-air tomorrow”?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The other day I was astounded to see a brilliant marketing offer in my mailbox: “2 Free Months of Pool or Spa Service” When I turned over the tri-folded flyer, however, here’s what I saw. The “2 free months” promoted in a large, bold headline on the front side turned out to be the 6th […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-19795","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nIT'S ALL ABOUT THE OFFER: Watch a Great Marketing Pitch Become Terrible<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2017\/07\/great-marketing-pitch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IT'S ALL ABOUT THE OFFER: Watch a Great Marketing Pitch Become Terrible\" \/>\n<meta property=\"og:description\" content=\"The other day I was astounded to see a brilliant marketing offer in my mailbox: “2 Free Months of Pool or Spa Service” When I turned over the tri-folded flyer, however, here’s what I saw. 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