Why Most ROI Models Are Wrong
While I look forward to hearing your results, I do not hold out much hope that you will sell many Posturepedics.
While the picture is bleak, it seems a bad idea to point out that the sky is falling without suggesting how we might erect at least a few structures that will deflect cascading chunks of the firmament away from our noggins. Therefore, here are five suggestions that will help you do better ads in almost any medium and be a responsible steward of our marketing ecosystem:
1. Redefine Personalization
Personalization isn’t something you do to the message you are sending (almost invariably, whenever I get a piece of marketing material that addresses me by name, I begin to feel as if I am being treated as a potential transaction rather than as a human being).
Personalization is something you should do to your own brand. In other words, can you make your brand more resemble a person in every piece of communication? Being spoken to by a corporate monolith is disheartening. All effective pieces of communication feel as if they’re from one person to another.
2. Bring Presents
Think of every media touchpoint as the opportunity to deliver a small gift. It can be a laugh, a story the recipient can share, a tool she can use to make life a little easier, a piece of information that makes her feel smarter, or any of a thousand other things. If the content of your message is a gift, then the design is the wrapping paper. Make it beautiful; it enhances the experience of discovering what’s inside.
3. Mind Your Manners
Understand that it is impolite to repeat yourself. Leaping from behind every bush on the Internet and shouting that two-tone loafers are on sale for $59.95 loses its appeal after the fourth or fifth time. Mix it up a little. Maybe ask me if I’m still mulling them over, or if I’ve decided I don’t care for the shoes or if I’ve already bought something else. That’s what a real person would do.
4. Be Charming
“Hey, lady, you want to buy some detergent?” is a terrible ice-breaker. Don’t be afraid to take the time to say something that will make people like you. There will plenty of time to ask for the order.
5. Stay Humble
Just because a brand is the most important thing in your life doesn’t mean it’s the most important thing in the life of the person you’re talking to. It almost certainly is not. Showing that you understand this is endearing.