The Curious Case of the Muddled Message
The Curious Case of the Muddled Message
So I’m driving home and I notice a billboard with a pretty lady holding a humongous pearl in her hand.
The headline says: “Age like a pearl”. Huh?
I had just enough time to read it again. Yep… “Age like a pearl” is what it said.
As I fly past the billboard, I’m pondering what the heck that means. What’s the marketing message?
To be fair, it did say something about laser treatments. I googled it when I got home and found a reference to ‘Pearl Laser Treatment’.
But you know what? I still didn’t know what ‘age like a pearl’ was talking about.
We see this messy marketing all the time… a bunch of muddled messages with mysterious meanings.
Makes you wonder what people think of YOUR marketing message, doesn’t it?
Think about this: The person that came up with the billboard idea assumed it would be crystal clear to anyone reading it. That person was dead wrong. It was just a waste of good marketing dollars.
BIG marketing lesson: Being cute or clever is never a substitute for an attention-grabbing headline that tells the reader EXACTLY why they should keep reading.
This kind of marketing doesn’t win advertising awards, but it sure reels in people that will spend money.
You cannot afford muddled messages with mysterious meanings.
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It has absolutely nothing to do with customer newsletters or Exceptional Living. It’s just pure content to keep your marketing laser-focused and on the right track.
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Let’s get to work,
- David Gruttadaurio
“The Print Newsletter Expert”
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