Notes from an attractively lit office.
2012 unspools, and you’re already at least ankle-deep in new marketing plans. So with ads and direct mail on your mind, here’s a tip for putting your best foot forward, where it belongs:
Don’t tell them everything at once.
In my time, I’ve known charming people whose lives were rambling, often fascinating narratives of free association. They got a lot said, passing opportunities to stop without even pausing.
“Say, you hear about Tuesdays at Mert’s? You get a free baked potato with your steak. Such a deal! We went last week, and you’ll never guess who we saw: Daschel and Marion. Her niece – married that French fellow? She just had a baby. ‘Belinda Tracy,’ after his cousins. You know, I’ve heard so many are having their babies at home these days. I said this to the girls, and they told me, Mom, they said, it’s a party that way. Well, I suppose if they get married and have babies, I could serve a light lunch. I like a nice orange sherbet. Flint filled half the deep freeze when he got it on sale. But I just can’t climb those basement stairs. My knees. We’re talking about taking the RV up to Mayo to see what they can do. Maybe this spring, before it gets too hot. He’ll have to get off work, and of course he needs those days for Hawaii next Christmas. I tell you his boss’s wife had a major flare-up of diverticulitis, and they neither one came to the office Christmas party? It’s terrible. Also – and this was funny — Flint found an arrowhead in the garden in November. Pulling carrots for Thanksgiving. Isn’t that the funniest thing? He says it’s an arrowhead. It looks like a big ol’ tooth to me. Anyway. You let me know about Mert’s Tuesday. All right?”
When you advertise, don’t tell them everything at once. Your luncheon seminar invitation hardly needs to also explain Life Care, show floor plans, detail your moving assistance program, mention dates for the Open House, announce your website update, provide a slew of resident testimonials, list your services and amenities, and offer a redeemable coupon for doughnuts. Stick to the luncheon seminar: It’s a free lunch and a good talk.
Say one thing. Say it well. And be remembered.
Amen! Could not have said it better. There are those in marketing who might throw everything into an ad or invitation, but I’ve learned … and continue to learn! … the value of a single focused message. Thanks for reinforcing that for me!
Amen! Thanks for this confirmation!
Well said. So often, less is more.
Or, as our corporate marketing director would say…”don’t spill all your candy in the lobby!”
This is great! Now, could you help me deal with my clients who talk like that?
Your “Notes” are always just the best! This one is right-on and, unfortunately, occurs too frequently. (Why is it that the guilty parties are always oblivious of their bad habit?!)