If I was an ANF member and had received the email my first response would be why is the ANF promoting this product? What is in it for them? There is no disclosure of s commercial relationship between the ANF and the promoters of Crimvid. Given the endorsement of Crimvid by the ANF the organisation needs to be clear about why – otherwise members could distrust the endorsement.
As an association serving its members, the ANF would / should have done due diligence into Crimvid before endorsing it. The ANF communication offers no disclosure as to due diligence.
Some involved with the ANF will say that this blog post is an attack on them. It is not. It is pointing out that their communication endorsing and promoting Crimvid is incomplete: tell your members why you are endorsing it, share with them your due diligence insights as to why this is good for newsagents.
The ANF communication includes:
We often talk about a reason for customers to step into a newsagency, our point of difference and our unique selling proposition.
If the ANF is suggesting that a single product is a USP then they are mistaken. A USP is something deep within the business, something long term around which to build a business plan. It is not a single product.
Instead of mis-using catchphrases of others, the ANF communication should have clearly demonstrated the relevance of this product to a retail newsagency business so that newsagents could continuer it in the context of their businesses and what they do today.