When I started this blog, I had a lot to learn about blogging, which is much more than writing thoughts down and uploading them to a website.
I started learning more about search engine optimization, content marketing systems, WordPress themes and marketing, in general. I was intrigued by a content marketing system offered for sale. The opening words of the promotion informed me the special price, which was a very attractive one, was only available “this week.”
I made a mental note of “this week,” and because it was early in the week, I knew I had time. I went about my business and waited until the end of the week to make my purchase.
I don’t what “this week” means to you, but it means to at least 11:59 p.m. Saturday. In the United States, Saturday is the recognized end of the week, and Sunday begins a new one.
When I jumped onto the website to transact business, the price was the original, higher one. It was not the sale price. I went back to the email to make sure I clicked the right link, and then I reread the email. Turns out, “this week” actually meant “by 4 p.m. Friday.” Our definitions did not match. The pitch used words I knew, but infused a different meaning into them.
Let me just say, I recognize I did not fully read the ad, so ultimately I am responsible for missing out on the sale. Still, the marketing material could have been written better. Namely, it could have clearly articulated the true deadline.
The company offers a content marketing system. Content is made up of several elements, including words. In this instance, those words failed — if for no one else, then at least for this sale.
When you find yourself in a position to ask others to purchase your product or service, incentives are a good way to go. Deadlines provide a good way to spur action. However, when you do, be clear with your potential customers, list the information up front and do not bury the relevant information. Also, if you are like me, read all of the information. Don’t skim.
This is important to remember, even in our everyday lives: Let people understand what is expected. There will be fewer misconceptions and more rewards.