As marketers, it’s our job to get inside people’s heads to figure out how to attract their attention and then match our product/service’s attributes to their needs. We spend a lot time thinking about what triggers and what impedes actions. How does a prospect go from awareness, to consideration, to selection? A new Comcast ad is a good reminder to THINK through your value proposition to see if it will make any sense, or throw up red flags.
The ad touts Comcast’s DVR service and its ability to be programmed remotely through a PC, phone, or mobile device. Then it offers an iPod Touch as an incentive to new subscribers. Unfortunately, IMMEDIATELY after that offer comes the disclaimer. That disclaimer says, “Service not compatible with iPod Touch”.
You’re promoting a feature, and then offering an incentive that probably should, but doesn’t actually work with this feature? Would you be pushing new left-handed golf clubs, only to follow-up with the condition that they’re not available to left-handed people?
This seems so basic. At some point, you need to step back (or find an outside perspective) and look at your approach. Do all the elements fit together? Is anything going to cause the prospect to make that funny *dog head tilt* when they hear it? If so, then change it.