I frequently see a commercial later in the evening that is an excellent example of conveying a marketing message in a clear, simple manner. The commercial is for 1-800-ask-gary, an marketing arm of the Louisville Injury Clinics, Inc. that offers legal and medical referrals. In the commercial a young couple has an accident and asks their phone what to do. The phone suggests that they contact 1-800-ask-gary, the 24/7 auto accident helpline. The spokesperson states, “1-800-ask-gary can find you help fast and even have you talk to an attorney. Over the past ten years, over two hundred thousand people have dialed 1-800-ask-gary to find them legal and medical help.”
What particularly struck me about this message is the name, the memorability, and the call to action.
Using Gary, a person’s name, creates a feeling of comfort. Gary sounds like someone you know, a neighbor, or a friend. Gary sounds like someone reliable. Gary sounds like someone you can trust. When a person is in an accident or have a crisis that requires medical or legal help, he or she wants to turn to someone who feels trustworthy. The name Gary does that.
Gary is also an easy name to remember. It is short, easy to say, and quick. In fact, the entire marketing message 1-800-ask-gary is easy to remember. That number is repeated several times during the commercial, impressing it on the viewer through repetition. A marketing message presented in this manner is similar to hearing a message in a jingle. The recipient is likely to remember it.
The 1-800-ask-gary contains within it a call to action, “Ask Gary.” Get medical or legal assistance by asking Gary what to do. The message implies that Gary has the answers. In addition, every repetition is this phrase, “Call 1-800-ask-gary,” which is another call to action, making the call. Thinking about it, I don’t recall seeing two calls to action in one marketing message. That gives a double call to action effect. Calls to action are important because they tell the recipients what to do and encourage them to do it. They are an important part of effective marketing.
Very few marketing messages are this simple and clear. Whoever developed this message invested a great deal of thought into creating it. They wanted to make it easy to use and memorable. They wanted the message to convey trust. They wanted it to project a call to action. They achieved all of that. Their thinking created a more profitable message than encouraging people to contact Louisville Injury Clinics.
Consider the difference that thought made. How can you apply that in your business?
What particularly struck me about this message is the name, the memorability, and the call to action.
Using Gary, a person’s name, creates a feeling of comfort. Gary sounds like someone you know, a neighbor, or a friend. Gary sounds like someone reliable. Gary sounds like someone you can trust. When a person is in an accident or have a crisis that requires medical or legal help, he or she wants to turn to someone who feels trustworthy. The name Gary does that.
Gary is also an easy name to remember. It is short, easy to say, and quick. In fact, the entire marketing message 1-800-ask-gary is easy to remember. That number is repeated several times during the commercial, impressing it on the viewer through repetition. A marketing message presented in this manner is similar to hearing a message in a jingle. The recipient is likely to remember it.
The 1-800-ask-gary contains within it a call to action, “Ask Gary.” Get medical or legal assistance by asking Gary what to do. The message implies that Gary has the answers. In addition, every repetition is this phrase, “Call 1-800-ask-gary,” which is another call to action, making the call. Thinking about it, I don’t recall seeing two calls to action in one marketing message. That gives a double call to action effect. Calls to action are important because they tell the recipients what to do and encourage them to do it. They are an important part of effective marketing.
Very few marketing messages are this simple and clear. Whoever developed this message invested a great deal of thought into creating it. They wanted to make it easy to use and memorable. They wanted the message to convey trust. They wanted it to project a call to action. They achieved all of that. Their thinking created a more profitable message than encouraging people to contact Louisville Injury Clinics.
Consider the difference that thought made. How can you apply that in your business?
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