Sometimes it’s not about what the customer likes

It’s natural for most marketers to try to give the customer what they want. That’s what marketing is all about. But there are definitely some exceptions. You’ve probably seen the “Head On” adds. Most people rate them among the most annoying commercials of all time. However their sales have skyrocketed by over 250% and turned them into one of the fastest growing products if not in their industry.

I admit that is an extreme example, but I mention it because it’s one you’ve probably seen and can appreciate. You can also picture the advertising for almost any car dealer. They use loud in your face kind of sales, not because they think people want to see that type of thing, but because it works.

So I appreciate giving the customer what they want, and that’s usually a good thing. But you also have an obligation to do what works best for your organization, because that’s not always the same thing.

I mention this because some people think they need to include the digits with the vanity spelling because it makes it easier for the customer. They may want this, but it’s definitely not better for the advertiser, because it makes the customer much less likely to remember your phone number, which hurts you much more than making it easy for them to dial helps you.

Here’s another example of what works best not always being the most popular thing!

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