Archive for September, 2008

“This offer ends September 30th…”

I heard a radio ad today that ended with this line. The ad was for GM Goodwrench, and was advertising an “oil change, tire rotation, and multi-point inspection” bundle. Fairly standard fair for any dealer, service shop, or quick lube facility.

I mean, you can pretty much roll up to any one of a dozen places in your home town, and within 45 minutes, be out the door, having new oil, rotated tires, and a “multi-point inspection” (whatever that means!), all for around $30-$50 bucks!

So the thing that made this ad a bit odd, was that not only was it “advertising” the standard fare that you can get anywhere (no real reason to go to that location), but it didn’t even include a price in the offer! Yet the end of the ad was filled with “Ad-speak”, ending with “This offer ends September 30th.”

Does that mean they won’t offer the “multi-point inspection” after September? I’ll only be able to get the oil change and tire rotation for the (non-) advertised price? What a dissapointment! I think I’ll rush in their right now!

Have you thought about the ads that you’re running? Do they sound like ads? Do you think you’re making an offer, when in the mind of your listener (read: next customer) it doesn’t even pass the “so what?” test?

If you’re going to make an offer, make it something worth listening to! Make it something that will have your listeners sitting up and taking notice!
Not just next offer in a never ending stream of ‘sales’.

“Your call is important to us…”

Wow, how many times have you heard that this week? So, who is kidding whom? Of COURSE your call is important to them! But we would suggest that the time On-Hold could be better used to show the caller just why and how their call or their business is important to the business.

One of the best ways to do this is by using the theatre of the mind in each of your callers. Describing how your product or service will make a difference in the caller’s life will be MUCH more powerful than saying “your call is important to us.”

And this one: “Your call is important to us, and we will answer your call in the order it was received”. Again, did you expect them to jump around? Did you actually expect them to answer the call that came in after yours, leaving yours until the next hour, day, or week?

Telling your caller that you will answer their call in the order it was received simply reminds them that they are waiting in line. Probably not something you want to remind them to think about!

Now, what would your caller experience be if you used that time to paint a picture of the caller using your product or service?
Or had success stories of people who’s lives are changed because of what you provided?

The next time you are On-Hold, think about the On-Hold experience your delivering to YOUR clients!