The worst CTA. Ever.

I was following a plumbing van recently. On the rear window were the words: Like us on Facebook.

How many times have you read those four words in your life? And how many times after reading this compelling CTA have you done just that? I’m betting it’s a number south of 1.

Yet marketing and business managers seem to think this is going to drive their follower count. Unfortunately, it’s highly unlikely many people are as interested in their business as they are. And if those people were, they are probably already followers!

Why would I want to follow a plumbing business on Facebook?

This shows our herd animal animal instinct. Everyone else is advertising ‘Like us on Facebook’ therefore it must be a good thing to do. There is comfort in following the crowd. But, where is the critical thought? Do they truly believe that this CTA will be acted upon? I’m guessing the honest answer is no. But their reasoning will be, ‘It can’t hurt - and it might work’.

What they neglect to consider is there’s an opportunity cost with putting ‘it can’t hurt’ messages out there.

Firstly, this is a company-centric message. ‘Like me’ - it sounds needy. If you were popular logic suggests you wouldn’t be pleading to strangers to like you. And what does that signal about your positioning?

Secondly, it’s a waste of attention when you have the chance to say something memorable. If I were that plumbing business, I’d be talking about something people would take notice of and remember.

Something like: Your house urologist - diagnosing and treating leaks. Or, The pipe band - plumbing performances par excellence. Or, Who ya gonna call? - Leak Busters! There is so much creative territory with plumbing analogies.

I would be doing my level best to set up camp in the homeowner's hippocampus, so when that pipe bursts, dunny blocks, or bathroom renno beckons, I’m the first cab off the rank.

And I ain’t got a sh*t show of doing that with ‘Like me on FB',

Further proof your honour, that just because you can write, does not mean you can market.

Just because I can swing a hammer, does not mean I can build a house! Marketing is a craft, which requires customer insight and the ability to craft those insights into memorable messages.

If you’re after a craftsman to find and turn insights into words that work for you, let’s chat. Especially if you have a plumbing business!