Getting A Customer’s Attention

While rifling through an envelope of coupons, I encountered one saying “HURRY! Limited Time Offer.”

I’ve seen the coupon before, but without this warning message. Reading it carefully, I determined there’s no expiration date and recognized they’re trying to create a sense of urgency.

This company made the exact same offer last month, but without the “HURRY” banner. They also did the same overall message in June, March, and every other month I can remember over several years.

This basic offer obviously works for them, so repeating it makes sense. The “HURRY” banner is merely a marketing ploy to (hopefully) promote sales. They won’t be able to use this strategy often or customers will catch on.

True, nobody’s asking me, but I doubt a faux limited time offer will help them much.

If this company’s truly serious about testing alternate messages to try and goose up sales, something like TWO FOR ONE, introducing new services, or a sweepstakes for free merchandise might be more effective.

Even reversing the color palette might work to grab attention.

Perhaps it’s the monotony that troubles me. Without the “HURRY” banner they’re presenting the same message, same look, same photos, month after month. I respect the branding continuity but know that customers always seeing the same thing simply stop seeing it.

For example, when my daughter started holding that purple elephant on Poway Road, everyone was impressed at first. When nothing changed for six months, nobody even looked at her anymore.

Now we know if she’d held the elephant for a month, then added a rocking chair for a month, and juggled three mice after that…well, crowds would have grown, looking to see what she’d do next.

The same applies to your marketing. Whatever you’re selling, and however you’re communicating your message, you’re boring customers by only showing the same thing month after month.

To get customer attention, you need to regularly show something new to entice visitors to your website to remember why they should buy from you. Then think of your own web surfing habits; I’m guessing you mostly visit sites that regularly change content.

Meaning just slapping on a banner saying “HURRY” probably won’t boost your sales by much either.

With that said, I wish you a week of profitable marketing.

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Mr. Marketing and the entire MarketBuilding Team wish you and yours a happy, healthy holiday season.