What’s Wrong With This Ad?
Note the "/PARADE" at the end of the URL above. This is not a live hyperlink, but it would take readers to a satellite landing page that directly relates to this specific advertisement.
Never make a specific offer and then send your prospects to your general home page that has no relation to what they just read. After stumbling around and trying to remember why they went there, they'll say, "The hell with it," and leave.
Always remember: on the Internet you are a mouse click away from oblivion.
We regularly use Windex, Pledge, Ziploc, Saran, Raid, Fantastik, Drano and OFF! It wasn’t until seeing this ad—and visiting the website—that I was aware these were all SC Johnson products. In addition, I would be interested in trying Scrubbing Bubbles (shower cleaner) Duck (toilet cleaner) and others and would welcome coupons (1) to remind me and (2) save me some money.
To make the responder feel like family (and be profitable for SC Johnson), an opt-in could be offered—permission to send announcements of discounts, coupons and news of new products.
An Added Surprise—A Private Invitation
Here’s an extra goodie Fisk Johnson could offer. I would guess that many Americans have heard of the great architect, Frank Lloyd Wright, but may not know that SC Johnson headquarters in Racine, Wi.—the Johnson Wax building designed and opened in 1939—is one of Wright’s greatest architectural triumphs. It is a masterpiece of space, light, color and innovation that takes the visitor’s breath away the first time you see it.
If I were Fisk Johnson, when I fulfilled the sheet of discount coupons by e-mail or snail mail, I would enclose a bonus—a private invitation for you and your family take a guided tour of this great treasure any time you happen to be in the Milwaukee-Racine area. Included in the invitation would be a phone number to reserve a tour and a personal ID number so you would be expected and get VIP treatment that would include a private tour of the Frank Lloyd Wright Library and Reading Room, not open to all visitors.