I was in the car earlier this week and I happened to hear an advert which ended with what I consider may have been one of the most stupid calls to action I've come across for some time:
I shall not reveal the company name but let's just say that they are a large player in their field. The advert ended with the words "Just Google Us!" as the call to action.
Why would they do this? Yes, it seems like a good idea especially if they have a very memorable company name. However, if the advert has managed to capture my attention enough to go type in a website address why take them to a search engine?
Having typed in the company name or product the listener / prospect will be server potentially millions of websites with competitors offering their products!! How crazy is this?
Its very like when radio or TV advertisers used to say "find us in the Yellow book" - yep, along with all my competition and their adverts and phone numbers to make shopping around really easy.
Here is my view is what they should consider doing to real drive a positive sales result:
- Send the listener to an easy to remember web address
- This address should go to a very specific landing page with the offer that was promoted on the radio on it.
- There should be an e-mail capture box so if nothing else we can capture the prospects details and start a relationship with them.
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Offer the prospect something of value in exchange for their e-mail address, perhaps a discount voucher etc
So if you hear of any other CRAZY call to actions please tell me about them here I would love to know.
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