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c+p digital

c+p digital

Conversion driven digital marketing agency, focussed on creative content.

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Humour where the sun don’t shine

In 2022 so far, how many times have you scheduled a meeting with someone virtually; or had someone schedule a meeting with you?

And how many times have you been on a late-night random interwebs rabbit hole and landed on a 404 (ie: error) page?

I’d wager at least a couple of each!

A HUGE opportunity lies in those deeply unsexy spaces of the interwebs.

Specifically, an opportunity to entertain your audiences.

Employ humour where the sun don’t shine!

Which leads me to very-important-lesson-number-5-in-entertaining-with-your-marketing: go down the path of least resistance with your humour. In marketing, that’s often the deeply unsexy back-end.

Start nice and easy – at 404 pages.

Most websites (no really, most. Maybe even all) have one or more pages that don’t work.

Most website platforms have a 404 page that lets people know that page isn’t in action, and offers a way back to the home page.

A HUGE percentage of the time that default page is what audiences get to see, because nobody took an hour to change them.

This is an easy win. 

An obscure win.

If all goes well, nobody would even see this.

Unless you want to brag about it (which is not a bad idea either).

Here’s an example of a superb effort.

From Magnt – somewhat predictably – a web firm.

It employs some clever ribbing of the fact that very often, people who arrive at 404 pages could have mistyped a URL.

The world of online marketing and communication is a very complex thing. Often, the number of pieces it takes to hold one funnel together would boggle the average brand manager’s mind. And in every step of that way there tend to be copy lines, sentences, images, experiences.
Much of it is forgotten and defaulted.
Want to know why?
Because most marketers like to stay in the sexy front-end of things. Where there’s beautiful concepts and copy to be had. And complex problems to be solved, theoretically.
Very few practitioners even understand the degrees of messaging that goes into the layers that knit together an online experience of any type (including scheduling an appointment, or a delivery/collection of an order, for example. Each of us has done perhaps a 100 of those since the pandemic broke.)
And fewer still want any part of writing those.
We enjoy writing and providing a superb user experience for the unsexy back-end.
So much, that I’ve written a book that touches on it often.
Read an excerpt 👇

The back-end funnies (this is not a b^tt joke)

My book is in editing 🤩
The Other EQ: How to kill boring marketing is in its final edit, nearly ready to go to publish. As a valued member of this list, if you’d like a free copy, drop me a note and you shall have it. In digital edition first, then in print.

 

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It’s funny. We promise.



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