The convention of horrible marketing (don't do this)
When I first walked in I was overwhelmed by the sheer size and pageantry of the place. Moscone Center is cavernous; and with all the vendors I experienced more than a little shock to my senses.
When I regained composure and got "on mission" I toured isle after isle looking for a sign to guide me to spend the money that was burning a hole in my pocket. After a while my composure was again being tested. I could not find a single vendor that said: Computer Carry Bags, or Accessory Bags or Computer Accessories. In fact, I could not find one booth sign that told me in plain English what they were selling. Not one — and I had looked at over 100!
There I was, just waiting to open my wallet and spend my money, and the only thing preventing me from doing so was the cool, hip and amazingly incomprehensible marketing messaging people were using.
Please don't do this with your business. Poor messaging confuses your buyers into NOT buying. I have nothing against cool and hip, as long as I can tell what you are selling. In one of my next emails I'll go over how to structure your messaging so you will never have this problem.
I finally got my bag, and I still have it today, but even now I can feel the frustration of people trying too hard with their messaging. Don't do this!
Your Business Building Mentor.
MORE RECENT BLOGS
As the Internet continues to develop and evolve and show us new ways to market, we're continually finding new ways of "embedding" messages into our co...
Your offer is the entry point into the sales process. A good offer sets up success; a lackluster one doesn’t. Here are best practices: A good offer co...
Everybody sells. Kids sell parents on the toys they want, what to eat for dinner and the games they want to play. Wives sell husbands on chores that n...
I'm more affected by the passing of Steve Jobs than I ever expected to be and I don't know why. Maybe it's because I'm in the marketing business and I...
Albert Einstein said: "Everyone's a Genius!" If you doubt it you might like to know the Yogis agree. They say the human mind / body system is the most...