One place where a lot of people go wrong with their marketing message is that they forget to tell a complete story.
They allude that there is something more the customer needs to know.
They pretend they have told the whole story and that there is nothing left out to the imagination.
They assume that the message they are saying in their marketing is crystal clear to anyone who sees it.
Which is when disasters like this happen:
http://www.youtube.com/watch?v=usYpXqrBLLk
It is a commercial running here in Canada, and has caused quite a stir.
Swiss Chalet makes a decent meal at a decent price. Not a place I enjoy, but it is quite popular in Canada.
This holiday commercial comes out and they think they have used story telling and emotions to get people to buy.
They seem to want to move away from the usual price comparison advertising which they run, to a family get together venue.
Somewhere between the concept of this commercial, the writing, and the scripting… it has gone wrong.
It’s not that the wording or acting is bad (it is), it’s that they left far too much to the audiences interpretation.
Note the comments on youtube.
Most of the comments are from idiots who will put up any disgusting comment to get a rise out of people. But it is very obvious here that when you leave a story line to others to fill in, they tend to think the worst.
Look at your website, your emails, your autoresponders, even your business cards, brochures and follow-up pieces: are they leaving anything to the imagination?
Are you leaving it up to your customers to figure out what you do and what makes you the one to buy from?
Or are you telling them the complete story on who you are, why you are different, what makes you the one they should invest their money in.
Don’t leave it up to them to figure out what you are selling and why they should buy now.
It is NOT their responsibility to find a reason to buy form you…
…it is YOUR responsibility.
And if you aren’t telling them the complete story, don’t blame anyone but yourself when business is bad and people start talking bad about you.
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