A direct mailing postcard appeared through my letter box the other week and although they usually end up in the bin this one was flung seconds after one of my pet hates jumped out at me. The well known brand has misspelled the location of my new nearest store…my eye went straight to the misspelling and then thought “amateurs!” (which they won’t be!)
So that lead me onto thinking about my other pet hates or common marketing mistakes that I’d recommend avoiding (unless you want to annoy me…)
Text chat is so 10 years ago. It was only used to save time pressing your Nokia 3310’s buttons 4 times before getting the letter you were looking for. We all have qwerty keyboards on our smartphones, tablets, laptops etc…so why people still sign emails ‘rgds‘ is beyond me. How much time do you think you’re saving by missing out 3 letters?!
Although we all do this on a daily basis and let’s be honest, some of them are hilarious. Recently I’ve been typing the word ‘shire’ quite a lot…quite often I misjudge the ‘r’ key…it gives me a laugh anyway! Obviously once I’ve noticed and had a giggle it’s corrected before sending, printing, posting, tweeting whatever. It amazes me the amount of content I read where it hasn’t been checked and typos appear.
When I receive an automated email “HEY [insert name]” rather than “HEY SAL!” that really bugs me. The personal aspect of the email is well and truly lost and usually ends up in the trash folder. There are plenty of tools on email marketing software, such as MailChimp, that allows you to check missing data or content and to test the email before sending out to your database. Personalisation is hugely important in online marketing and this simple mistake can easily be avoided.
Sales pitch approach
I’m not sure about you but I’ve never gone onto do business with a company who sends an email or continually tweets or posts about their values, growth, how amazing their product is etc. A sales pitch approach doesn’t work. This is when people tend to get marketing and sales muddled up. Leave the sales pitch to the sales team and the marketing to a marketing team (or freelancer, hint hint). Any communication with your target audience should be focussed on the customer rather than about your company. There’s no harm in being confident about your products and services, but no one likes arrogant.
Maybe it’s because I’m young (no offence!) and haven’t been in business very long, but I just don’t get the point in featuring client testimonials on your website. I mean if someone sent you a negative testimonial it’s not like you’re going to share it. From what I’ve read they also more or less say the same thing and there’s probably some people who have written their own! Being recommended without asking for it is way more valuable.
Blurry or poor quality images
Whether it’s an image to feature in social media posts, an email newsletter, a blog post, a document for print a blurry photo stands out like a sore thumb. My advice would be if the image is poor quality you’d be as well scrapping it and finding a hi-res copy. With amazing quality cameras on smartphones and endless editing software available there really isn’t any excuse to be using blurred images (unless you’re Specsavers and trying to trick people into getting glasses….now there’e an idea!)
Right, that’s enough moaning for one day.