An Intercepted Letter to ... Google
You get an “A” for effort for having an offer in each of your mailings. But they’re often buried. Or so complex, they’re difficult to understand. I know you’re a very quick study at drawing conclusions, but the rest of us are not. My advice is to K.I.S.S., Google!
For example: “$100 FREE AdWords + 30 Days FREE Google Tags” surrounded by tons of explanatory copy. And this offer could be summed up by a simple “What’s in it for me?” benefit statement: “30-Day Free Trial ($100 value)” OR “Build Your Business on Us — Free for 30 Days!”
Skimmers vs. readers. Few people read every word you and I write. They skim them. When a mailing is strategically written and designed, you entice more skimmers to become readers that then become responders. That’s why you need to understand best practices such as hot spots, the 3:33 Rule, and how to apply them appropriately in direct mail. (BTW, direct mail design guru Patrick Fultz and I are hosting a session on creating direct mail March 15 during Direct Marketing Day @ Your Desk. It’s a FREE event sponsored by DirectMarketingIQ and Target Marketing. If you’re interested in attending, you can register here.)
Last point. The general appearance of your mailing makes me nervous. The letters are dense with small type, long lines and narrow margins. The fine print and disclaimers on the back of the letters are scary (“You will be asked to provide a credit card number to sign up for the free Google Apps trial.”) The brochures are boring and don’t make use of good eye flow. The overall effect is that your free offers are complicated and require a lot of time-consuming explanation. This isn’t what I expect from my friend Google who normally anticipates my every need and solves my problem in seconds.