I suspect that the vast majority of people haven’t thought much (if at all) about what they would do if they heard glass break downstairs at 3 am.
(As a non-marketing side note, I think police are a good thing. But they are minutes away when seconds count. Let that sink in…)
Anywho, I also suspect that very few people would just roll back over and go to sleep.
Which is almost like having a marketing campaign completely flop and then not trying to figure out what went wrong.
Obviously, something is wrong in the house. Best find out what it is.
Was is a boring, unappealing offer?
Did the creative confuse people?
Did we run it in the right medium?
Did our vendors do their job right?
It could be just a small tweak…or it could mean scrapping the entire idea. Don’t know until you figure it out.
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