Welcome to our latest fortnightly eBulletin, posted here on 17 March 2020. In this issue:
This was Charlie’s question to me when she forwarded an advertisement that appeared in The Times last month, just as the news was filled with stories of Harry and Meghan. It was promoting a new development of apartments on the Thames in Teddington, and reads as follows:
Perfect for Royal Couples
Teddington Riverside offers a warm welcome with a splendid ‘Ready to move into’ home:
Moments down the river from Hampton Court Palace
Seven miles from the Royal Box at Wimbledon
Only 30 minutes to Heathrow, with daily flights to Canada
1, 2 and 3 bedroom apartments and 4 bedroom townhouses for sale.
What’s your view? I find the humour subtle and clever enough to be pleasing, but humour is a notoriously difficult thing to get right and will never work for everyone. This was in The Times, the readership of which is educated and relatively affluent. How would my (or your) analysis of it change if it had appeared in a tabloid newspaper instead? I’d love to hear your thoughts!
Copywriting is notoriously subjective, which is one of the reasons why getting the messaging and tone right is intellectually challenging – and why writing copy should be a stimulating part of our jobs. Sometime when the present madness is behind us, take another look at our Copywriting Workshop where this is always discussed.
This was a restaurant that sent an ‘early St Patrick’s Day’ promotional email on 3 March with the subject line: “Come join us on February 13 for an early St Patrick’s celebration”.
An hour later they’d spotted their mistake (St Patrick’s Day of course falling on 17 March). So how did they rectify it? By correcting the date in the subject line and simply re-sending. No apology, no comment, just a second email landing in inboxes an hour after the first.
A line of text saying ‘Sorry we messed up ...’ is the difference between their recipients’ respect for their honesty in the face of fallability, and their annoyance at receiving two emails an hour apart.
Read more about our Email Marketing Workshop.
How much has happened since the last eBulletin two weeks ago!
The spring public training courses will now be rescheduled for the autumn. Please continue to register your interest.
Most in-company training dates have been postponed to May or June, and we’ll continue to work closely with our clients to run the courses requested as soon as it’s appropriate to do so. We’re still in the office and happy to discuss future needs and reserve dates provisionally.
This means we have extra capacity currently to provide marketing support if you need it, everything from copywriting, to managing campaigns, to forward planning. If there’s something we may be able to help with, just email firstname.lastname@example.org
The eBulletin has been broadcast fortnightly (except for one break in August and another in December) unbroken for over 15 years. On the assumption that you won’t be in the mood for a heavyweight white paper on a pressing industry concern right now, I’ve kept the items in today’s edition upbeat and lightweight (and avoided the C word). We’ll now take a break until the first scheduled April edition just after Easter.
We’re working on a long overdue brochure and website update and looking forward to getting back to ‘normal’ soon. In the meantime, do please get in touch if we can help with anything.
Catch up on The Marketability Grapevine on Facebook
Spotted in the eBulletin vaults and just what we need at the present time. Scottish comedian Billy Connolly has always made me laugh. His affectionate observations of human behaviour are so accurate.
‘Never trust a man who, when left alone in a room with a tea cosy, doesn’t try it on.’
I like to think I recognise good advice when I see it.
We’ll be back in your inbox in April. Stay safe.