Message & Media: Conversation Killers
*Exclusions apply. See coupon for details.
Woops. This mailing just went from promising to misleading and contradictory.
Until I read the inside offer statement, I thought the retailer was responding to customer complaints that its coupon offers frequently do not apply to too many items. However, after reading the parenthetical exceptions and asterisked exclusions, I realized it's the same old deal, and I felt cheated.
TIP: Don't disappoint or confuse customers. It dilutes your credibility. A much stronger and appropriate offer for this mailing would have been a special, one-time-only opportunity to use your saving pass on anything and everything in the store—no strings attached!
Do You Really Want
to Talk to Me?
Recently I went to a company's Web site with questions about a product I was interested in buying. Not finding the answers, I looked for a phone number to call.
I looked on the homepage. There was no Contact Us tab. I went to the About Us tab. No phone number. I clicked three or four more times, and finally, buried in small type at the bottom of a miscellaneous page, I found what I was looking for. It was obvious this marketer really didn't want to have a phone conversation with me.
TIP: If you genuinely want to engage customers in two-way conversations, make it easy for them to talk to you by phone, e-mail or live online chat. At a minimum, put access to your phone number on every Web page, every mailing component, even your company's Facebook page—everywhere your customer or prospect might look for it.