Topics, Trends and Techniques from Brooks Bell Interactive
Month: August, 2009
The Hypnotizing Power of Saying What You Mean
Stare deep into the eyes of this truly bizarre commercial for Coke and you will find yourself mesmerized. No, it isn’t because Coca Cola discovered a way to hypnotize you into thinking you are thirsty. Most likely it is because you are watching a commercial that actually says what it wants you to think.
These days, finding a commercial without a catchy jingle, lofty brand message, or cinema-like story structure can be difficult. Although this commercial from Coke is many years old, it still cuts through the clutter. I get it: “I’m thirsty and now I want a Coke. I want a coke because it is refreshing and I’m thirsty.”
Now let’s face it. The fact that this commercial does what it does and says what it says is a concept in itself. But it is a good example of saying what you mean.
5 Ways to Make Your Welcome Back Emails More Impactful
I’ve always been a huge fan of Netflix, but last year I decided to take a hiatus in the interest of saving a few bucks and spending less time in front of the TV. I recently caved and came back. The same day I reinstated my monthly membership, I received two e-mails from them, and I think they both could use a little improvement.
My first thought when I got this e-mail was that the subject line was a bit off. It says “Thanks for Joining Netflix,” but I didn’t join; I came back. I think this is just an oversight on their part, but it’s significant. The e-mail starts with a “Welcome Back” headline. The brief body copy confirms that my membership has been reinstated, and features an in-line link to add movies to my Queue. My account information is featured in a small sidebar to the right, including my e-mail and delivery addresses and a link to make any changes necessary.
The second e-mail came very shortly thereafter. The subject line was “Welcome Back to Netflix! Check Out What’s New…” This e-mail confirms my plan and how many movies are in my current Queue (this is the line-up of movies you select on the Netflix site). It also lists the six DVDs at the top of my Queue, links for browsing, and links for watching movies and shows instantly. However, it doesn’t really show me anything “new.” Nor does it take into consideration the fact that I’m a former customer, so I don’t really need all of the rudimentary information. A company as big as Netflix certainly must have segmenting capabilities. Welcome back e-mails should speak to the customer as someone who is familiar with the product.
