I was walking down the street the other day when I noticed a white van parked by the side of the road with a sign attached to its side. The sign read: ‘Scrap metal wanted’. Direct and to the point and an effective ad on a mobile medium that will benefit from exposure to many different markets. Or is it? There is one vital element missing – the contact details. If I have some scrap metal I want to dispose of, how do I find this business again?
Unfortunately this mistake is more common that you might think. So make sure that in the heat of the moment, when you’ve carefully crafted a great headline and compelling copy, that you don’t overlook the obvious. Always look at your message objectively – from the point of view of the person reading it. If you can also have a friend look at it for you, even better. That way you’re more likely to ensure you cover all bases and get the business you’re pitching for.
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