Today, we went to Avila Valley Barn here on the Central Coast of California.
Really neat place...fresh fruit gallore, corn on the cob served fresh and hot...and, as you can see from the picture, lots of toys for the kids.
On the shelf, the boxes and boxes of puzzles caught my eye. Why? Because of the little promotional sticker that was slapped on the front of each and every box by the company that made the puzzles:
20% THICKER Than Other Floor Puzzles (sorry for the blurry picture).
I'm not familiar with the ins and outs of the puzzle sales and marketing industry, but is "thicker" really the best thing that could have got on the front of the package? I have kids, and I've help them with floor puzzles before, and not once have I thought, "If these guys at XYZ Puzzles, Inc. don't get their act together and start making these pieces thicker, than we're not buying another one of their puzzles ever again!"
Obviously, the "we're thicker than the other guy's puzzles" is important to someone at the puzzle company. Someone, in some office, thought that this was worth bragging about. But I doubt it was one of the puzzle-buying public.
Your sales message, along with a promotional message that you attach to it, is important. Don't waste it. And, most importantly, test out phrases with your prospects and customers to see which one makes the biggest impact with them.
Promotional blurbs are great attention getters, but they have to be compelling to the buyer and drive them towards wanting to move forward with purchasing your product or service.
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