Quickie #15: Bad Marketing is Scarier Than You Think… Here’s Why

👻 This is bad marketing… and it’s downright spooky. 👻

While this sign might seem harmless at first, it's a bit of a horror show when it comes to effective marketing. It tries to check a few boxes but tragically misses the mark on so many others. This means that business owner is basically burning money… yikes! 🔥💸

Let’s break down why this is marketing gone wrong, and what it actually does well.

What They Get Right:

✔️ Who they are - London Flooring, clearly labeled with a logo. Good start, at least we know who they are! 

✔️ Where they’re located - They’ve included their address. Sure, the sign is ripped, but I won’t fault them for that… although, I'd be asking for a discount if I were them. 😂

Where They Miss the Mark:

⛔ What they do - "Flooring" is way too broad! Are we talking hardwood, vinyl, carpet? The dark side of vague marketing… 

⛔ What's in it for me - Why should I choose them over any other flooring store? Lower prices? Unique options? I’m left in the dark, and not in a fun haunted house way. 

⛔ Will I remember them - NOPE! This is a classic case of "out of sight, out of mind." Once I drive by, it’s like they vanished into thin air like a ghost 👻

If I Were Their Marketing Witch… 🧙‍♀️

Here’s what I’d do to turn this marketing scary into something that’s less trick and more treat: 

🎃 Brighten it up! Ditch the black background and add 4-5 photos showing the types of flooring they actually offer. 

🎃 Give it some soul! I'd add a strong value-driven message—maybe why they’re the best choice in town or what sets them apart. Make it memorable!

Now, here’s an example of good marketing…  

This sign nails it by helping me know exactly: 

✔️ Who they are - Elgin Plumbing. Simple and clear. 

✔️ Where they’re located - The business name includes the geographic area, which is chef's kiss perfection! 

✔️ What they do - They’re the go-to for even the worst plumbing clogs. (Yes, I’ve had my own little goblin stuff a 12-inch stick down the toilet… Even the plumber didn't know how it was possible. Thanks, Rhett! 🙄) 

✔️ What’s in it for me - If I ever have a plumbing catastrophe, I know exactly who to call. 

✔️ Will I remember them - Heck yes! It's relatable and memorable by referencing the iconic Ghostbusters movie—a clever Halloween twist that resonates with their audience. Anyone who doesn’t get the reference probably isn’t a homeowner yet, so it works perfectly!

My only grave concern? They might be treading on trademarked territory with the Ghostbusters reference. But hey, sometimes small risks pay off in big ways.

The Real Horror? Bad Marketing is Everywhere.

It’s not just billboards and signs—it’s in social media profiles, posts, lead magnets, and emails, too. Business owners everywhere pour their blood, sweat, and tears into their businesses. 

They invest money, time, and passion, but if they’re not hitting the right marketing notes, it’s like a ghost town—no customers in sight.

So, if your marketing feels like it’s missing a heartbeat, let’s bring it back to life. 

Today's Quickie: Pick one piece of marketing, it could be a social media post, an email, print advertising etc. we're going to focus on making your messaging crystal clear and customer-centered.

Review the marketing and see if it's:

1. Specific About What You Do - Don’t assume your audience will know your offerings. Instead of just “London Flooring,” a business could say “London Flooring: Hardwood, Vinyl & Tile Specialists.” This tells customers exactly what they can expect.

2. Highlight the Benefit for the Customer - Add one clear line that states the unique value of your product or service. For example, “Affordable Flooring with Fast, Free Delivery” or “Expert Plumbing Solutions for Overflow Emergencies.” This lets people know why they should choose them over competitors.

3. Make It Memorable - Incorporate a playful or seasonal element to capture attention. For instance, they could add a tagline like, “We Fix Plumbing Nightmares” around Halloween next year or “Deck Your Halls with Our Quality Flooring” around Christmas. Small, memorable touches like these create an emotional connection that sticks with people.

By implementing these three tweaks—clear offerings, specific customer benefits, and a touch of personality—your business can make their marketing materials more compelling and memorable without a major overhaul.

Happy Haunting (and Happy Marketing!), 

Brittany

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New to the Content Quickie? Meet the creator!

Hi! I'm Brittany, a mom, mystery buff, bookwork, and DIY home decor enthusiast. I help small business owners gain the tolls and confidence to market their business with ease. If you want clarity to grow your business effortlessly, I can provide the roadmap for you to take action, get results and make money! Hear my full story here.

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