Marketing Smarts: Make it obvious
I know this seems like common sense, but I’ll say it anyway: If you have a tremendous benefit to offer your customers, don’t hide it under a bushel.
A while back I blogged about Borders possibly having missed an opportunity when they didn’t give their Rewards members notice about the launch of their website. A commenter (apparently an employee) said the “official” launch would happen later.
Okay.
I’m still waiting to hear about it from them. I’m still waiting for that email with the subject line that says “Use your Rewards at Border’s NEW Website.”
But that isn’t my point. I didn’t come here to harp on Borders.
My point is that … oh darn. Now you made me forget. See how short my attention span is? That’s why you want to make any bennies you have for your customers GLARINGLY obvious.
They aren’t the only ones who miss it in this category. I recently spent several minutes searching for one company’s promised mulitmedia content. I know they have it, but I can’t find it.
I’ll bet it’s really cool, too. If only I could find it.
When you have something New and Improved, that’s a great time to advertise it front and center on your website, in your promotional materials, in the signature line of your emails - everywhere. (Except spam. That’s not cool, but you know that.)
Make a promise. Communicate the promise. Deliver on it. Then help your customers find it. (Hint: Make it really easy.) It’s common sense, but it’s also easy to overlook.