Although our clients have known Alisha Edwards for some time now, we’re proud to introduce her to our online community! Alisha’s marketing savvy and sense of humor are quite evident in this post!


 

I was eating lunch with my husband in the mall food court when we heard it: “Get in the d@mn stroller!”

Normally, I am not amused by this kind of thing but I caught myself laughing. The horror and the humor of the exasperated mother’s exclamation, is that it could only have been intended for someone small enough to fit in a stroller.

It may make you cringe but you have to admit, “Get in the d@mn stroller” is more compelling than, “We’re leaving the food court. To join us, sit here.”

If we can push past the alarming use of profanity against a toddler, there’s something to be gleaned from Mad Mall Mama’s concise call-to-action.

The 25-character statement included at least 4 smart components:

A defined target audience

The message was clearly intended for someone between the age of 1 and 4 who is small enough to fit into a stroller while capable enough to climb in without assistance.

As applied in the marketing world…

Target: male sports enthusiasts
“Shop big screen TVs” becomes “Get ready for the big game”

Target: family-oriented women
“See all TVs and Home Theater” becomes “Bring family movie night home”

A defined voice and tone

This was not your savvy friend, a knowledgeable insider, or a consultative expert. This was mom, the authority.

As applied to other authorities…

From the consultative expert thought leader:
“Subscribe” becomes “Get industry insights”

From the knowledgeable fashion insider:
“Shop new arrivals” becomes “Preview Spring Fashion Trends”

A sense of urgency

There was a prompt to act now. The message implied that progression was taking place and not moving could result in being left behind, or worse.

Similar examples of urgent messages…

To imply high demand and limited supply:
“Pre-order” becomes “Get it first”

“Be alerted when this item is back in stock” becomes “Reserve your copy”

An implied WIIFM (What’s In It For Me)

This little girl was being given the opportunity to join forward movement, from the comfort of a stroller, led by a qualified authority figure.

Other Examples…

“e-File your taxes” becomes “Get your tax refund faster” to answer the question, ‘Why?’

“Subscribe to our email newsletter” becomes “Stay ahead of industry trends” to answer the ‘WIIFM?’

Your Turn

Heard any unintentionally great calls to action? Tell us about them!

Alisha Edwards

For over a decade, Alisha Edwards has hit marketing “home runs” for brands of every size. Today, Alisha helps clients successfully converse with their customers through “mission-critical” web content, including blogging, white papers, webinars, interactive presentations and social media.

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5 Comments

  1. goldasich on February 28, 2011 at 2:48 pm

    RT @contentninja: “Get in the d*mn stroller!” and Other Concise Calls To Action. http://www.wellplannedweb.com/2011/02/co



  2. ContentNinja on February 28, 2011 at 3:11 pm

    @goldasich Thanks for the RT and for having me on your blog. I’m honored. 🙂



  3. goldasich on February 28, 2011 at 3:16 pm

    @contentninja Ya got it backwards, girl! WE are the lucky ones! 🙂 #lovefest



  4. goldasich on March 3, 2011 at 8:45 pm

    “Get in the d*mn stroller!” and Other Concise Calls To Action. (via @ContentNinja) http://www.wellplannedweb.com/2011/02/co



  5. ckarlo on March 3, 2011 at 10:33 pm

    @goldasich Oh, don’t get started on parental calls to action



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