A customer experience should be emotional, encompassing and holistic. Marketing the customer experience so that it lifts beyond a print page can have significant impact if executed properly. In Tom Peter’s book Re-Imagine he describes an ‘experience’ as “an event… an adventure… a happening… a soul-jogging, spirit lifting phenomenon. With a beginning… a middle… and an end. An experience leaves an indelible memory, adds to my history, provides fodder for a thousand future conversations with old pals and grandkids.” A Harley-Davidson executive once described how they market the customer experience by stating: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” Yes, driving a Harley is a unique and compelling experience. The right mixture of compelling creative and copy can quickly put a prospect immediately behind the bars of a tricked out Fat Boy and have them driving off into the sunset before any logic has time to set in. Print is powerful!
Communicate the “Right” Message
A killer headline is like a home-run swing. Fast and unexpected, in a flash it’s “outa’ ‘ere” and, before you know it, you’re rounding third to welcome a ticker tape parade. A great headline conveys a benefit of a product and creates interest in the product as well as desire for that product. It needs to capture attention and keep your prospects reading while also setting the tone, creating the mood and making your audience receptive to take action. Check out some of these killer headlines:
– – – It’s true a killer headline and supporting creative and copy can tell a great story, market an experience and communicate the right message evoking intense emotion and soliciting an immediate response.
Alive and Well
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