Are you making it hard for people to respond to your message?

QR codes are everywhere these days. And they’re great for smartphone users to respond instantly to a promotional message.

But what if your customer doesn’t want to use a QR code?

Assuming that everyone else prefers the same communication method they do is one of the biggest mistakes marketers make. Just because you like zapping QR codes doesn’t mean all of your prospective customers do.

Consider this: It’s common for speakers at professional events to put QR codes up on the screen so the audience can use them to respond to their offers. And yes, you see the phones being waved around as people snap pictures and the website link opens on their phones.

But then what?

If people are ready to take action at that moment, the QR code works great.

If they’re not, you’ve lost them.

And speaking of losing them, people who have opened the link from the QR code are now focused on that and not on the speaker. If you’re a speaker, that’s probably not what you want.

Let’s talk about how to maximize the benefits of this clever tool without losing someone who doesn’t want to use it.

First, a bit of history. QR stands for quick response. A QR code is a type of matrix or two-dimensional barcode that was invented in 1994 by a Japanese company as an inventory management tool. QR codes were originally used as labels for automotive parts, replacing several standard barcodes.

QR codes are now used for a wide range of applications. Consumers are most familiar with QR codes in advertising, where they serve as a quick link to a company’s website. Smartphones can be used as QR code scanners that work simply by taking a picture of the code.

As cool as all that is, it’s a mistake to assume that the QR code is all you need in your promotional material.

Recently, I was at a luncheon and the host organization was offering a special, one-day-only discount for an upcoming event. We just had to use the QR code on the screen (and also on signs in the room) to make our purchase. Easy, right?

Well, no. I wanted to confirm the dates of the event and check my calendar before I made the purchase. And while I may be part of a growing minority, I don’t conduct financial transactions on my phone.

I wanted to know the URL so that when I was back at my desk, I could use my computer to check the details and make the purchase.

But the URL wasn’t anywhere to be seen.

Because I wanted to go to the event, I was willing to put forth the effort to find the URL when I returned to my office. If I had been on the fence, I probably wouldn’t have bothered.

Here’s the takeaway: QR codes are amazing tools and we should use them in our marketing (as well as for a variety of other functions). But they shouldn’t be the only way for people to respond to your message.

If you’re using QR codes to send people to a landing page, add the URL beneath the QR code.

To make simple, attractive URLs and create QR codes that link to them, I use Pretty Links, a great WordPress plugin. Here’s the QR code for more information:

CreateTeachInspire.com/pretty

If you don’t use WordPress for your website, check with your webmaster for a similar tool.

Want to buy my book, The Simple Facts About Self-Publishing, on Amazon? Here’s the QR code that will take you to the Amazon page:

CreateTeachInspire.com/self

Add a URL beneath your QR code and you’ll not only expand the reach of your message, you’ll also reduce the frustration of your audience.

If you’re a speaker, be sure the QR code goes up on your last slide after you’ve said everything that it’s critical for your audience to hear.