Getting Results Not Just Reactions

Lets say that you have come up with a clever sales campaign. You try it out on your friends and relatives and they all love the story line. They think it is witty and darn right funny. They all congratulate you on your ingenuity.

You try it out on the public, and you get the same reaction. People send you emails telling you how amused they are. The whole town is using your catchy phrase. People call you to tell you how much they like the ads. You are feeling mighty proud of yourself about now. But what has it done to your business’s bottom line? If what you have gotten is reaction from the public, rather than results, then all you have accomplished is a boost to your ego, not your business.

You may argue, and you would be right, that the whole town is talking about your business when they use that memorable phrase! And your business’s name recognition has increased tremendously. Certainly that is a very enviable position to be in. Who wouldn’t want such a fantastic outcome? But the fact still remains that goodwill is good, but what you want is goodwill and money in the bank! Make sure that your witty efforts do not overshadow your product or service. Remember that you are not in the copy writing business (unless, of course, you actually are!) You are in the business of selling your product or service, and that is what you want flying out the door.