Friday Fix #2

In today's economy, many labor company owners find that construction projects of any kind are hard to nail down.

So too, a slowing trickle of money where a stream used to flow means that the market for pool construction in the Valley of the Sun remains a competitive one. Stakes are high when water levels get low.

Companies must work wisely to hone their marketing messages when trying to convince prospects that a custom pool or oversized Jacuzzi is their ideal next purchase.

Above all else in this industry, benefits of an improved lifestyle must be vocalized, not just product features.

Seen below is a recent ad by Tribal Waters.

(-) The Cons.

[1] Printed on a black background, the ad immediately appears hard to read. Countless studies show that white lettering printed on a black background are half as effective (in customer recall) as black lettering on a white background.

[2] The only overt benefit offered to the reader in this ad is, "beat the  heat," a claim made by thousands of companies in hundreds of industries each year. It appears they sell custom acrylic therapeutic spas; why not play up their therapeutic advantages?

[3] A slew of errors: missing apostrophes, stray commas, improper (and inconsistent) capitalization.

[4] An offer for a "free hard dig" appears. The offer would be made exponentially more effective if surrounded by a dashed box to resemble an actual coupon. Make the customer feel as if they've won something.

(+) The Pros.

[1] They've included mention of a industry-related award. However, one would have to really strain to read it. People read with a passing glance -- they're not studying for a test.  

[2] The location, phone number and website are clearly marked. Although, there is no city listed, just a street address.

(-/+) Overall.

In a world where consumers vote with their dollars, this ad proves not good enough. The colors are dark, the offers made are not enticing and their marketing messages focuses on what not why. A flawed philosophy in a "luxury" industry.