That's right. Furious at first. And then I thought. "what a stroke of genius!"
Having viewed it in the Financial Post on Tuesday March 6th, I wanted to discuss it with a colleague and so searched for it online to send her a copy. To my amazement - the ad had appeared over the last several months all across Canada in over 10 newspaper publications.
It must be working. The only reason to repeat an ad is because it works well. And in the words of my marketing buddy and copy writer Troy White, "if an ad works, keep using it until it does not work any longer".
Listen in here to Mandie and Troy discussing this advertising technique!
Listen in here to Mandie and Troy discussing this advertising technique!
So what made me so angry about the ad? Well, I thought it was deceptive. It was a full page ad with fine print at the top of the page letting you know it was an advertisement. The left 3 inches of the page was in reverse print (black with white print) with the number 2012 in bold. Then there was another box - much longer underneath that read POSTAL CODE Distribution Notice. There was a drawing of the map of Canada and a check box that looked very similar to the check box that Elections Canada or other government agencies use.
The Headline beneath a large photo read "Canadian residents set to get new portable heaters being released by Postal Code"
"WOW", I thought. The government is giving away heaters? Given the economic conditions and the incentive programs being announced almost daily - I thought perhaps this fell into the category of 'keep Canada warm' or some other silly title the Government seems to come up with when entitling their programs.
Under the title was the subtitle which read "Residents who find their Postal Code listed below qualify to get a new high performance zone heater that drastically slashes heat bills, but only callers who beat the 48 hour order deadline are getting the new heaters that keep you warm for just pennies an hour"
For many readers, this was clearly all they needed to know. And many unsuspecting residents of said postal code undoubtedly ran to their telephones to dial the 1-800 number to order their heaters. Imagine their shock when after giving their information they found out that the heaters in fact would cost them 'six hundred and forty dollars'. (note I did not use numbers here - and neither did the advertisers in the article).
It's like saying that the heaters are free and the shipping is 'six hundred and forty dollars'. So why am I upset? Even though I did not buy a heater nor call the number - I felt 'duped'. Tricked in fact. I was not upset with the ad writer but with the company who were clearly gathering a list of possible future consumers - and not just for this particular product!
For me the issue was that even though the article mentioned the price ( and note it did not use numbers but words - harder to scan and locate), it almost concealed the fact that there was a cost by using words and not numbers. If after the word 'order' in any part of the ad they mentioned price - it would be clear that the heaters cost money.
Now let me also say - the ad - although a little misleading is fair. Consumers who do not take time to read the article cannot blame the copy writer or the company for their own laziness. It is after all 'caveat emptor' in any marketing.
And this is where I recognize the brilliance of the ad. Knowing the weakness of the consumer - time stressed and always looking for a freebie - they capitalized on the economic climate and the current behaviours of the consumer to produce an ad that got results. And in the end - it is the bottom line that eventually rules.
The question now is "how can I use this method of advertising (applying my own ethics of course) to generate more leads and increase my income. The ad is worth another look for that reason alone!
Mandie Crawford offers marketing training and business coaching. Learn more here
