It doesn’t take much to ruin a good idea – but slightly more effort, a little naiveté and a lot more money to come up with a bad one
This is a bad idea.
Sorry about my usual dire i-phone pic, but you can see what I’m talking about.
The good idea is below the bad one and will waste a lot less money. But it might just as well be bad, for the simplest possible reason. I shall explain exactly how it could be improved.
Let’s take the bad one first. Jupiter have been spending buckets of money on a campaign to promote their investment skills.
I’ve commented on these ads before – but I can’t resist doing so again
Yesterday I even saw a cab going past with a Jupiter ad on its doors which read “Who’s driving?”
Why this question should persuade me to invest with Jupiter, I will leave wiser heads to discern, and concentrate on the ad illustrated.
The critical question in copy is often, “Am I saying the right thing to the right person?”
Even a dull message to the right people will do better than a brilliant one to the wrong person. But what about the wrong message to the wrong person? I believe Jupiter have cracked that one.
The next question is probably, am I doing it in the right way?
In the case of both the Jupiter ad – plus all the others I have seen in that campaign – and the e-mail copy I’ll show next– I would suggest the answer is no.
Here’s the email copy:
Win an iPad Mini – Survey: Is Your Energy Tariff Good Enough?
With more immediate business to deal with, your energy usage and expenditure can be an area that doesn’t get the attention it needs, which means you could be missing out on a better tariff. Not only this, but you may also not be aware of ways you can minimise your business energy and carbon usage, therefore reducing risk.
This survey aims to discover what your current situation is with your energy tariff. Those who complete the survey will be in with a chance to win an iPad Mini!
I think they are telling me they could save me money. I’m not sure what they mean about risk. But I am damn sure they are losing a lot of business.
This quick video explains what’s wrong with the two pieces.
