Please join us.
We all love getting this in the mail. There’s an event on the horizon, and the host wants me there. It signals excitement—something worth celebrating. Curiosity kicks in: What’s the occasion? Can I attend? You check your calendar, RSVP, and begin to look forward to the experience. Now, let me walk you through a few scenarios:
Scenario One: The Perfect Experience. The invitation is stunning. My name is hand-lettered on the envelope. The card is letterpressed on fine paper—clean, beautifully designed, and easy to read. I know what to wear, how to RSVP, who to bring (my wife, obviously), and exactly what to expect.
The day arrives. From the moment we pull in, everything is seamless. Clear signage, a warm welcome, valet service, and a well-orchestrated flow. The venue is stunning. The hosts are gracious. The food, music, and overall vibe are exceptional.
The invitation set the tone—and the event delivered.
We talk about it for weeks. And if that host invites us again, we’re absolutely there.
Scenario Two: The Letdown. What if we received the same beautiful invitation and RSVP with excitement? When we arrive, we quickly realize something is off. The directions aren’t clear. Parking is a mess. There’s no signage or greeting. We wander around confused. No one acknowledges us. It feels like an afterthought. We leave the event early and would be hesitant to return in the future. It’s a bummer. The host took the time and made the effort to invite us, but unfortunately, missed an opportunity to strengthen the relationship by delivering an underwhelming experience.
Scenario Three: All For Nothing. This time, the host is throwing a fantastic event—like in Scenario One. But the invitation? An impersonal group text. A generic postcard that looks like junk mail. Or, worse, scattered flyers with no strategy and no audience in mind.
The right people never even know it happened. The energy, planning, and budget? Wasted.
What’s my point? This is analogous to branding and marketing. These scenarios mirror what I see every day in business. Ask yourself:
Do you have great marketing (e.g., a beautiful invite) that leads to a great experience (e.g., your website or brand interaction) that benefits you and your audience and ensures they return?
Are you spending money on outreach that leads to a disappointing website experience that likely turns people off from your brand, ensuring they will likely not return?
Do you have a great site that clearly represents your brand and offerings, but your marketing efforts are sub-par, and nobody goes to your party?
Scenario One is the clear winner. Unfortunately, brands spend a lot of money on tactics that fall short because their outbound marketing is subpar or their website is confusing and underwhelming, or both.
It does not have to be this way. Your invitation sets the tone. Your experience needs to meet—or exceed—it. If you’re investing in building something worth sharing, make sure your marketing reflects that. Don’t send beautiful invites to a forgettable event. And don’t plan an amazing event that no one wants to attend. You only get one chance to make a great first impression. Make it count.
