Car Count Daily
Let me tell you this little story of what happened last week. Now my beautiful bride celebrated her 26th birthday. Again. I don’t know she does it, but it’s 26 years, year after year, after year, and she looks 26. Honey, if you’re watching & reading this, you still look 26. See, I got to stay alive so I can make it to the next episode. You guys realize that, right?
Anyway, in her email box, she got this really nice birthday email from one of those big box retailers wishing her a happy birthday and giving her a nice little gift. Okay, what she did was she went ahead and clicked on that email. It took them over to a landing page where it told her that she was going to get 10% off her entire purchase. Now that’s pretty nice. And it could have been even better.
Actually, the better offer would have been, since this was a gift, this was her birthday gift, that they would have actually given her something without requiring her to buy something.
Just a little side note: If you’re going to do something kind of cool like this for somebody’s birthday to make it really special, just give them something. Let’s say for example, on somebody’s birthday, you’re going to give them an oil change free of charge or give them a pair of wiper blades or give them a nice gift simply for stopping in without requiring the purchase. That would be one way to kind of up-the-anty here.
But look, most people, most businesses, certainly most big box retailers, typically don’t even pay attention to your birthday. So that was special in and of itself. So I’ll give them that. Now where I’ll take it back away is after we click on it and see the 10% discount, when we scrolled down to the bottom of that page, we see a huge list, in little teeny tiny micro-type, of all the things that are not included. As a matter of fact, I went ahead and I printed it out here on this piece of paper (see video above). You see there’s like a gob and gob and gob amount of things that she can’t buy.
Now we happened to scroll down to the bottom of the page and see this before making the decision to buy, but imagine, spending time on their website, looking around to see what you want to buy, all excited because you’re going to get that extra special birthday discount, and you choose your purchase, you put it in your cart, and you put the little birthday code in there, and it says, “Sorry, this doesn’t apply to this particular purchase.”
Now imagine how awful you’d feel. It’s not the end of the world, but it’s going to leave a bad taste in your mouth, correct? Well, the same thing applies to anything you’re doing on offers to your clientele or to get new people in the door. What I’m telling you here is limit or eliminate the disclaimers. There’s nothing worse than attracting somebody in with a really great offer and then having to tell them that doesn’t apply to you.
One way around that is either bite the bullet, and look, if somebody’s going to take advantage of an awesome offer that you didn’t really intend, bite the bullet. Look, you can’t make any money off of a car that’s driving down the street, so you got to get them into your shop. Sometimes on rare occasions, it may cost you a little bit more to take care of somebody. But it’s a whole lot better than having them come in expecting to do business with you and only to find out that they don’t qualify for that discount. It just leaves a bad taste in their mouth.
When you’re putting your offers together, make them attractive. Get people to respond with them, but don’t pull the rug out from underneath them and make them jump through all these hoops just to qualify for the offer, because ultimately you’re going to wind up losing the customer. If you did something awesome, keep it awesome!