Poor Marketing. Poor Writing.

One Short Tale of Failure

The mail arrived this afternoon. Among the obligatory bills and junk mail is a large, expensive looking black envelope — an invitation from a well known auction and sales company. Inside the envelope is a two sided, four-color piece printed on thick cardstock. Surely it must be about something special.

I read the headline.

“Enjoy the benefits of _______ Concierge.”

Well now, what can these notable benefits possibly be?

I read the rest of it.

It’s crap, total crap. There is not one shred of enticement to be had, no marketing hook whatsoever. The copy is so vague, so bland it makes me want to scream. There are no features listed, let alone articulated benefits.

What is used is “we will listen” and “can give you the guidance” language. It’s passive and not compelling in the least.

Who was paid to write this dribble?

This piece is intended to be a teaser about “the next level in customer experience.” Instead, the company simply tells the reader to “confirm your details at ____________ and get ready to enjoy this new experience.”

All I see is opportunity and money wasted.

The End