A message from Wong Fu Productions

Coldplay---"A Message"

What Conclusion Do You Want Me to Draw From Your Marketing Message?

It amazes me on the number of sales letters, websites, ads, commercials and sales letters that make claims but draw no conclusions or give any type of low risk offers.

99.9% of all marketing messages give some facts, general information and a few benefits then leave it up to the reader to draw their own conclusion. Hopefully that conclusion is the same one the CEO was paying thousands of dollars to get you to understand. In previous newsletters we've talked about building a case for your product or service using the MYM marketing equation. What is it? Interrupt and Engage, Educate and Offer (go to our website for more information by clicking the link below)

We've talked about how your product or service is the defendant, you are the attorney, and your prospects and customers are the jury. Can you imagine an attorney that just got up in front of the jury and started spewing out facts and figures and testimony but never got around to telling you what he was trying to prove? Some jurors might figure it out but most probably wouldn't.

Let me give you a marketing example (I am using a sales letter for a simple analogy) that didn't draw a conclusion.

What I have in my hand is a sales letter from a mortgage company. Most likely, you've received the same type of letter - you know the ones I am talking about. The letters that make it difficult to tell what the real benefits are of doing business with them. That said, the sales letter is from Wells Fargo Home Mortgage dated December 13, 2004. First of all, it's a letter. Big mistake. This should have been a postcard. I opened the letter because I am who I am and have consulted with many mortgage companies in the past (I am also the type of guy who drives around and tapes radio commercials and transcribes them for analysis).

First, the letter arrived in a #10 envelope with a Wells Fargo Home Mortgage's logo plastered on the upper left hand side of the envelope (another big mistake - they should have used a postcard so I could have read the message within 1.5 seconds). Trust me, I have done enough research to know potential buyers on the "Educational Buying Spectrum" don't care who it's from - they care about your marketing message - then they care about who sent it to them. Secondly, when I opened the letter there was not a headline that made me what to read the letter. The letter was also filled with platitudes in bulleted format:

• Consolidate high interest rate debt
• Have one easier to make monthly payments
• Perhaps secure a more favorable mortgage interest rate (I just loved that one)
• Realize potential tax benefits (I would hope so)
• Start getting back on track to better credit (the least of my worries)

The letter went on and on about custom tailoring a plan for me. What's interesting was the close! It read, "Call me for a no cost no obligation consultation". Wow, how weak was that close. If you want a suggestion on how to close a letter, send me off a quick note and I will send to you an answer.

So let me ask you this...what conclusion do you think they wanted me to draw? After studying the sales letter for a few minutes, I guess they were trying to say that if I wanted to talk with them about my mortgage needs I should call them - too high of a risk for "Potential Buyers" and "Now Buyers" who are on the "Educational Buying Spectrum" (they never did quite identify exactly what their low-risk offer was or even give me a teaser rate to catch my eye).

Seems like just saying a headline in plain English might have been a more effective route for them with some type of low-risk offer - but what? I have that answer too. But instead, they let some marketing person (and a member of their compliance team) put together a letter that said nothing. What a waste of money.

SMS Message Tones - Whats the Deal?

It must be a symptom of the modern world, but as time goes by, our ears are being assailed by a multitude of new sounds every day. All sorts of beeps and buzzes and tones, not to mention the music sounds blaring out everywhere. Not that l am complaining. I just mention this because a new sound is about to be heard everywhere, and thats sms message tones. These are message tones that sound like dogs barking, horns hooting, people screaming etc and will soon be all the rage, as people text each other more and more, using these new sounding tones You have been warned.

Unlike Ringtones, which are for when your phone rings, SMs Message Tones are text message alerts.
You can record sounds with some phones, and use them as sms message tones, or other alerts. Its also possible for some phones to generate different sms message tones. This has been the way anybody wanting a special message tone, could only do it, as few suppliers existed. However that has now changed, and there are many companies that offer a good collection of sounds which you can download to your phone to use in place of the default sms message tones. You can also use these sounds to replace your alarm and reminder tones, too.

You should be aware though, that for certain cell/mobile phones (e.g. Samsung, Sony, Ericsson, Motorola and LG), its not possible to set sound effects as message alerts. Make sure, before downloading any sound effects, to check your phone to see if it allows jingles/ringtones as sms message tones or alerts, before ordering.

No doubt the Telco's will rake in a fortune, as people will download these new tones more and more. But hey, they don't cost much, and they usually bring a smile to your face, which is worth something.
Personally, i'm a text maniac, so anything that enhances the experience, such as different sms message tones, is okay by me. What would be fun, would be to be able to send a funny sounding sms message tone with your text message. Think of all the possible funny scenarios! Well, maybe thats just round the corner too!

Instant Message Programs