Yesterday I was walking by a parking lot, and I saw a car that had a marketing magnet attached to the side of the driver's side door. Since I'm always on the lookout for marketing opportunities, I tried to find a pen, so that I could copy the phone number of the beauty product representative who was marketing their brand, via the car magnet.
It's amazing, but as I was looking at the car magnet, I felt a funny twitch in the bottom of my stomach. I didn't like the way that I felt when I looked at the graphics on the magnet. The graphics featured a woman who frankly looked like a cold, stuck-up witch. The background of the magnet featured dark colors and little orbs that represented stars.
There was no marketing message on the magnet besides the name of the company's brand, and the phone number to reach the representative. There were no redeeming qualities about this marketing magnet and worse, the look of the magnet made me feel turned-off and excluded. Really, who would want to purchase products from a person who represented themselves to the public as cold, distant, barely available, and possibly a witch?
I decided not to write down the phone number on the magnet. My feeling was that if the marketing message was a turn-off, then the marketer would be even worse to deal with. But I will say this: The magnet made me feel SOMETHING. I didn't feel positive, but I felt SOMETHING. The only thing worse than a poor marketing presentation or message, is a marketing presentation or message that is as flat as week-old soda!
When is the last time that you've thought about your marketing message? Many marketers and business professionals are brainwashed into thinking that if they simply put the message "out there", they'll become flooded with orders. How is that working for you? If it's not working out the way that you've hoped, then maybe its time for you to change your strategy, so that you can stop wasting time and money, using the "Build it and they will come" strategy.