“The test of a first rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function.” F. Scott Fitzgerald said that back in 1936.
And I hope it’s still true in 2013. Because I have two opposing ideas about Valentine’s Day.
On the one hand, how can you resist pushing your product or service by tying in with this heavily promoted emotional event? It’s a natural for big-ticket jewelry, dinners, clothing, etc.
But, on the ever-present other hand, it is difficult to create something that doesn’t smack of cliché or commercialism. So there you are, writing subject lines like:
- Fill Your Heart
- Share The Love
- You Can Put a Price On Love
- You Can’t Put a Price On Love
- Romance starts here
And then you are busy filling in the little “o’s” in your message with small hearts.
Well, there is nothing inherently wrong with taking advantage of a major event to sell your goods. In some categories it is more or less expected.
But I beg of you, if at all possible, put a different spin on it. Maybe do something a week or so before. Or two weeks after. Make your special offer really special, distinctive, inviting. Easier said than done, I realize. And I am not going to put in a pitch for you to buy my book to find good ideas on how to accomplish this. But please, think long and hard about your promotion.
Sure, in reality it is too late for this Valentine’s Day. But if I catch you doing an “I cannot tell a lie” for your President’s Day event, you will be banned from reading this blog. And yes, there probably is an app that can actually do that.
Got the idea?