Melotti Media | Sydney Copywriting & Message Marketing Bureau
  • Home
  • Services
    • Copywriting Services
    • White label Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Core Brand Message Development
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Government Copywriting Services
    • Marketing Audit Services
    • Ad Copywriting Services
    • Voice Search Copywriting
    • SEO Copywriting Services
    • Corporate Social Responsibility (CSR) Copywriting
    • IT Copywriting Services
    • Social Media Caption Copywriting
  • Testimonials
  • Portfolio
  • About
    • Our Team
  • Classes
  • Blog
    • Melotti Media Blogs
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Message Marketing FAQ
    • Working with Melotti Media
  • Contact
Picture

THE MESSAGE MARKETING BLOG

 Valuable snapshots about Business, Marketing, Content and Copywriting success

Are People More Flaky Than Ever These Days?

8/3/2017

 
Picture
You may have the perfect speaker, the right marketing and the ideal venue, but are you offering your audience enough?

How do you engage them and offer them enough value to give you their precious time?


By flaky, I mean more unreliable. It's a curious thing to write as a title, but hear me out.
Recently, I organised one of the most prominent speakers of the Australian Real Estate circuit (who people ordinarily pay significant amounts to see), to come to a local event and talk about getting the most out of investing in the turbulent Sydney market. It's a booming and ludicrous industry for sure and one that everyone is extremely interested in because it makes people very wealthy.

​The topic was strong and the strategy was set.

Given that I wanted my client to be positioned as a key opinion leader in their local market, I made the decision to offer it for free, with a maximum capacity of 500 people, and a target of 200. So, one would expect it to have been a raging success!  And it appeared that way at first! I had print and social media advertising running which was promoting the speaker and the event, I had excellent copy with a strong call to action, a trackable and memorable URL, relevant imagery, the right venue, a short agenda so as to not take up people's evening, a current client list of ten-thousand- I mean, what could go wrong? 

So, an hour before the event, we had hundreds signed up... only to have 75% no-show. I don't even need to begin to explain my disappointment. 

I had my first real taste of the culture of maybe.

​Everyone has friends that do it, but to this kind of event, I was absolutely floored! People today are non-committal, always waiting for the bigger, better deal.  This was a hot topic, a prominent speaker, a great event and a strong marketing campaign behind it- why, on the night, did it fail? 

I have my theories. One was that it was free. I figured that 'free' would be the ultimate carrot to attract interested parties and lower the fear of commitment; and it did work, according to the invite software. However, on this night, it seemed that people just didn't bother to show because they had no money involved and therefore nothing to lose. The next event, I will charge a fee for each ticket and see if that makes a difference.

The other was, there was no promise of freebies. We provided light refreshments, but the main offering was the free education, and it seemed that, for this audience, it wasn't enough. That is disappointing in and of itself - the information provided by the speaker that night was absolutely groundbreaking, and for real estate investors, home buyers and landlords, this was such a missed opportunity. Perhaps with the ticket price next time, I will fund a show bag or dinner.

I certainly learned a lot from this experience. Apart from the 'maybe' frame of mind, it's just such a shame that we live in a culture of incentive now, too. We all do it, and I'm no different, but where has this behaviour come from? People pay hundreds for consulting services, however offer it for free, with no promise of anything else, and suddenly, watching "Married At First Sight" or "I'm A Celebrity, Get Me Outta Here" seems like a better option than complimentary investment advice which could make you hundreds of thousands of dollars. 
Picture
    Picture

    Author:
    Christopher Melotti

    Copywriting and Message Marketer

    Like What You're Reading?
    Picture
    Picture

    Categories

    All
    Business
    Communications
    Content Marketing
    Copywriting
    Customers
    Growth
    Marketing
    Mentoring
    Personal
    Popular Culture
    Real Estate
    Seo
    Voice Search
    Writing

    DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information. 

    Archives

    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    March 2017
    January 2017
    October 2016
    June 2016
    February 2016
    January 2016
    October 2015
    August 2015
    May 2015
    December 2014
    February 2014
    January 2014
    December 2013
    April 2013
    January 2013

MelottiMedia.com.au
Copywriting, Content Marketing and Message Marketing Bureau, for all of your SEO content marketing and freelance copywriting service needs.
​
​Sydney NSW Australia

​
info@melottimedia.com.au

Website by Melotti Media. (C) 2021 Christopher Melotti. All Rights Reserved

DISCLAIMER    PRIVACY POLICY    TERMS AND CONDITIONS
Content Marketing and Copywriting FAQ
Message Marketing FAQ
Working with Melotti Media
The Message Marketing Blog
The Message Marketing Pod
About Us
Copywriting Services
Copywriting Courses, Content Seminars & Marketing Classes
Contact Melotti Media
  • Home
  • Services
    • Copywriting Services
    • White label Copywriting Services
    • Content Marketing and Strategy
    • User Experience Design Copywriting page
    • Conceptual and Campaign Copy
    • Blog and Article Copywriting
    • Digital and Website Copywriting
    • Core Brand Message Development
    • Branding Content Copywriting
    • Video and Radio Scriptwriting
    • Government Copywriting Services
    • Marketing Audit Services
    • Ad Copywriting Services
    • Voice Search Copywriting
    • SEO Copywriting Services
    • Corporate Social Responsibility (CSR) Copywriting
    • IT Copywriting Services
    • Social Media Caption Copywriting
  • Testimonials
  • Portfolio
  • About
    • Our Team
  • Classes
  • Blog
    • Melotti Media Blogs
  • Podcast
  • FAQ
    • Copywriting FAQ
    • Message Marketing FAQ
    • Working with Melotti Media
  • Contact