(Dr. Chuck Muth) – First, Happy Independence Day!
Not “Fourth of July.” Independence Day. That’s the official name. Just as our country is not a “democracy,” but a “republic.” And it’s “Merry Christmas,” not “Happy Holidays.”
Words mean stuff…especially if you’re communicating with conservative voters.
Secondly, there was a lot of habit-changing fallout from the COVID hysteria. One was the resurrection of the use of QR codes – which had long been dormant since coming on the scene in the 1990s – especially in accessing restaurant menus rather than handing out printed menus.
“Short for Quick Response,” explains Business Insider, “QR codes are a type of barcode easily readable with digital devices like smartphones.” The codes “contain various forms of data, like website links, account information, phone numbers, or even coupons.”
Marketing and copywriting expert Bob Bly weighed in today on the downside of using only QR codes in advertising…
“I saw an AFLAC ad in Kiplinger's Personal Finance this month in which the only response option available was to scan the QRC on the page. No phone number. No website URL. No postal address. No email address. No texting. Really?”
And I’m seeing a growing number of candidates doing the same thing on campaign business cards, walk pieces, signs, and mailers. Let’s just say I’m not a fan.
It’ll work for some voters/donors. But others won’t like the extra steps they have to go through to access your contact information. And some old fogeys either don’t have smartphones to scan the code or have smartphones and don’t know how to do it.
I have to admit, QR codes present a challenge to myself on occasion. Very frustrating when I can’t get it to work.
One of Mr. Bly’s colleagues provided this story that’s directly related to campaigns…
“I think it's very foolish to do that. A few years ago a young man was going door to door campaigning for public office. He was placing door hangers and handing them out to whoever was home – which I was. It had his photo, his name, the office he was running for and a QR code on it. That was it. The piece measured 4.25 x 11. No copy, no reason why I should vote for him — nothing. The poor kid made a foolish assumption that myself and others would scan the code. He lost the election.”
Mr. Bly concluded with the following…
“Ad axiom #1: Let prospects respond the way they want to – not just the way YOU want them to. Ad axiom #2: The more you tell, the more you sell.”
I’m not opposed to using QR codes. They are clearly used and preferred by some people. But not all.
So feel free to include a QR code in your voter contact communications, but NOT as a replacement for your phone number, cell number, mailing address, email address and website address.
And again, HAPPY INDEPENDENCE DAY!
FAMOUS LAST WORDS
“Take classes, read, and attend seminars. I search newspapers and the Internet for new, interesting classes, many of which are free or inexpensive. I also attend and pay for expensive seminars on what I want to learn. I am wealthy and free from needing a job simply because of the courses I took.” – Robert Kiyosaki, author of “Rich Dad, Poor Dad”