50 marketing mistakes / Mistake #15
Mistake #15 of 50Don’t bury the point.
If you’re offering 20% off, say it. If you want the appointment, ask for it.
What it costs you
If they have to dig, they won’t.
A nice picture. A logo. A slogan.
Three paragraphs about how long you’ve been in business.
And somewhere near the bottom, the 20% off.
Most people read the top, and that’s it.
If you’re offering 20% off, say it. If you want the appointment, ask for it.
A real example
Two rulers
Two financial planners hand out the same ruler.
Ruler #1: logo, phone number.
Ruler #2: “Is your retirement measuring up? Call (555) 555-0123 for a free review.” Logo.
Same ruler. Same price. Same printer.
The first one tells you who made it.
The second one asks a question you can’t ignore, then tells you exactly what to do about it.
Your logo says who you are. The line tells them what to do next. Put the line first.
Why it happens
Why the point ends up at the bottom
Being remembered doesn’t pay the bills. The phone ringing does.
Do this instead
Put the point first.
On a pen, you get about two inches. In an email, you get a subject line. Either way, that’s your headline, and it has to carry the point. Almost every good line is one of four kinds.
| The line | What it sounds like |
|---|---|
| The reminder | Tells them when to call you. “Next filter change: ______.” |
| The smile | A line that fits the item, plus your number. “Smooth out life’s rough edges.” |
| The emergency | Tells them who to call when it goes wrong. “Check engine light? We’re right here.” |
| The offer | A reason to call this week, with a deadline. “Bring this in by Friday for a free car wash.” |
| The subject line | The offer itself. “20% off your next visit, through Friday.” Not “A quick update.” |
| The first line of an email | What you want, in the first sentence. “Can we get your free review on the calendar this month?” |
Every line ends the same way: with a way to reach you. A phone number. A website. A QR code that opens your booking page. Say the point first. Then make it easy to act on.
Do this today
- 1
Pull up the last email, flyer or item you put out.
- 2
Find the point: the offer, or the one thing you want them to do.
- 3
Move it to the very top: the subject line, the first line, the front of the item.
- 4
Read the first five seconds out loud. If the point isn’t in it, try again.
Say the offer. Ask for the appointment. Then make it easy to call.
From the book
Chapter 9: The Silent Call to Action
Starts on page 87. The whole chapter, plus 250+ ways to market your business, in the free book.
Download the free bookIdeas that fix it
Lines that ask for the call.
Idea 80 · book page 301Rulers$0.50–$2 eachKept in desks and backpacks for years.$0Idea 52 · book page 287Make Your Phone Number Impossible to MissFreeThe easiest sale is the one where they can find you.
Idea 82 · book page 302Key Tags & Keychains$0.50–$4 eachRides on someone's keys every single day.
Idea 86 · book page 304Magnets$0.75–$2 eachOn the fridge right when the pipe bursts.
Idea 199 · book page 361Quarter-Zip Pullovers$25–$60 eachPolished and worn often.$0Idea 17 · book page 270Put an Offer on Your Voicemail & Hold MessageFreeA captive audience that already called you.Want a plan that gets right to the point?
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