Marketing Monday: Curious Headline Draws Attention.
Two months ago, I was walking downtown with my good friend, Tracy Roberts, who had flown up for some masterminding with me.
We were walking in downtown Pensacola, and I saw this awesome sign outside of Meadows' Jewelers on Palafox Avenue.
It says “Free Head Exam” in big letters. It certainly got my attention.
If you read closely, you can see it says…
“We'd like to examine your head very closely. We look for certain ‘weak points' that can cause your diamond to pop out of your ring.”
It continues… and the copy gets even better. I've underlined some words that stood out to me as being highly effective.
“The head of your ring is your diamond's security system. If it weakens or wears away… if your prongs corrode, become brittle or snap off… you can lose your diamond.
So let us take a close look at your ring. It's free. And it could very well save you the cost and heartbreak of having to replace a diamond that you cherish.”
Here's each word above that I underlined and why I liked it.
- “Wears away” – not saying your ring isn't high quality. Just that, over the years, all rings can become susceptible to wear and tear.
- “Close look” – implies that these weak points are not visible to your own eyes – so you should come in to let them use their special equipment.
- “Free” – nothing to lose.
- “Heartbreak” – this isn't just about a diamond. It's your wedding ring.
- “Cherish” – this drives home that your diamond is not replaceable.
What do you think?
- Effective or not?
- Would you have noticed this?
- What would you do to make this piece more effective?
Talk to me. 🙂
PS. Missed previous Marketing posts like this one? Here are a few more.
I appreciate shares and I adore comments! Please share your thoughts.
Joyce ReidNovember 19, 2012 at 5:23 pm
Great observation. Just wanted to say that it brought back memories as I grew up in Pensacola and worked in Kress (which I am sure is no longer there) on Palafox while in high school. Didn’t attend because I had never heard of him when Elvis played at the City Auditorium at the end of Palafox. Haven’t been back in a number of years and have lived in lots of cities all over the country but still consider Pensacola my original home.
NicoleNovember 20, 2012 at 11:55 am
Downtown was devastated pretty badly after Hurricane Ivan, but I think it’s come back better than ever. You should plan a trip back to visit soon. 🙂
Brandy RobertsNovember 19, 2012 at 10:31 pm
No need for them to change anything. I would have walked in right after I read the sign =)
NicoleNovember 20, 2012 at 11:55 am
Richard RossbauerNovember 20, 2012 at 4:57 am
Their copy writer came up with a real gem.
NicoleNovember 20, 2012 at 11:54 am
Funny, Richard! 😉
RonNovember 20, 2012 at 9:25 am
Masterful copy!!! I tend to take notice of different advertising when I’m
out and about to capture ideas. But some things capture you and pull ya right in 😉
Diane MerriamNovember 20, 2012 at 4:00 pm
Now that’s one awesome sign. Having been a jeweler in the past, I know a few places I’m going to pass it along to.
JustinNovember 25, 2012 at 8:26 pm
That sign certainly got my attention too. I have a friend who owns a jewelry store and he offers the same kind of service, except without the clever marketing pitch.
TiffanyNovember 27, 2012 at 3:43 pm
It’s funny – I’m so in tune with advertising and marketing now. I guess I never paid much attention years ago, but now I look at everything from a business perspective – even missed opportunities 😉
Love the one you found – I like stuff that makes me laugh. Have you ever seen Crazy People w/Darryl Hannah One of my favorites and I wish all advertising was that blunt!