Anglian is a very well known Home Improvement brand.Great quality products.
Yet, are more than amateurish with the way they write their ads and how they communicate their offerings.
Why would they put up with that?
Why would a marketing person worth their worth, put their name to this, like Andrew Knight, Marketing Manager for Anglian did, regarding this piece you see on the left?
The only reason I think he did is because he doesn't know any better, or he'd have tossed this into the bin.
There's no obvious measurement standards in place as to what constitutes a good, effective ad as this one wouldn't have made the grade.
How it did make the grade, only the Marketing department at Anglian, know. And THAT is mightily worrying if you own the company.
So what's actually wrong with it?
Plenty.
We'll go through a few of the bleeding obvious ones.
Well, how about the opening - Dear Sir/Madam?
Dear Sir / Madam!
Who talks like that? I mean, who actually talks like that?
How about... Dear Homeowner, Dear Proud Homeowner, Dear Home Improvement Buff, Dear Resident?
It seems any of those would be more endearing than dear Sir/Madam.
What's next?
The Headline - Can You Help?
That's actually not a bad headline, if they followed up more intelligently on that headline.
What they've done is they've created a message that's all to do with their benefits and their results, and not so much on the benefits to the reader or potential customer.
Look at the copy to do with that;
"... we are currently looking for further properties within this postcode area to install our stunning new range of Conservatories, Windows and Rooftrim products."
That's the core of the help they want.
Misleading?
Possibly.
And, it's all about them and how great they are and stunning their products are.
They've missed the most basic of fundamentals - speak to the 'what's in it for them'.
And in this case, it's the what's in it for the potential reader -- (except of course, the obvious and boringly stated money savings - "the finest products available at the fraction of the cost", message)?
The message launches into the ludicrous 'we've got the best products at the best prices angle' which really creates no distinction and no differentiation for the reader.
Anglian haven't even enquired if at all the reader is at interested in what they sell. They've just assumed and jumped right on in without ever finding out.
A more interesting way would be for the communication to send the reader to a short online survey/questionnaire to elicit pertinent answers to a number of carefully crafted questions.
Not only can this be used for immediate follow up and tailored customised conversations, but having an email address is crucial because this is where delightful fascinating stories interesting facts and customer testimonials can be sent on a regular basis, and can revolve around how a house will feel and look better, the leaving of a legacy to others in their family, how the social aspect of living will be enhanced, how valuable of an investment it is, how aesthetically pleasing it looks and feels...
Regular connection and communications that are charming, captivating and engaging will build a connection and a relationship with a potential customer like nothing else will.
And so when a person is ready to upgrade and enhance their property, who are they going to call - someone who sends a weak sloppy and amateurish flyer or brochure (no matter how successful the company appears to be), or, a company who followed up, who were respectful, who communicated regularly with fascinating and interesting facts and stories and who weren't pushy and treated everyone like they'll be customers for life... who you gonna call!
If Anglian had to live and die based on their messaging and communications (unlike like many small businesses and entrepreneurial ventures who actually have to) then they'd have been buried ten feet under many moons ago if the piece you see is the best they've got.
If you're responsible for signing your name against the communications you send out into the marketplace, at least have the professionalism to check what exactly you're signing your name to.
And if you have little to no discriminating factors to aid and facilitate your decision making, you need to go get you some, or... go find a different profession where there's less at stake for the business or company you represent.
Go be an Anglian Marketer or Copywriter.
Raja.Hireker@gmail.com
