| |
| |
|
Marketing Information |
|
|
|
The Anatomy of Hype
On a copywriting board I frequent, someone expressed bafflement that several respected marketers criticized the tone of a sales page he wrote. "Why did they apologize to their subscribers while linking to my pitch? This approach sells," he said. Hype was the problem. If you use the following tactics, many educated shoppers cringe and go elsewhere: Overblown claims. "If You Can Write Your Name, You Can Write a Book in 30 Days - Guaranteed!" Overexcited tone. Lots of exclamation points, phrases in bold capital letters with underlining and a drumbeat of emphasis. "Programmers poured out their TOP-SECRET strategies that you, too, can use to earn a GATES-LIKE FORTUNE in the software business!!" "Take out your credit card and order RIGHT NOW!" Unsupported and extreme superlatives. "The most important new product launch, ever." Adjectives and adverbs you would not encounter from Exxon or IBM. "Mind-blowing" "Exclusive" "Huge" "Incredible" "Wildly" "Literally" (necessary to distinguish truth from hoopla). Exaggerations. "They've made millions under the radar." (When most haven't made that sum and the "secrecy" is just not having been asked.) Sounds impressive but untrue. Calling someone a best selling author who has not appeared on a recognized best seller list. Lack of qualifiers. Statements that should include a bit of backpedaling but don't. It's really not "all," "only," "never," "sure-fire" or "will." Marketers who favor a style full of hype argue that the numbers prove these techniques succeed, whatever the audience. When they tone down the pitch, sales drop. When they toss decorum to the winds and reinsert that hammering excitement and the fervid embellishments, sales return to previous levels. Case closed, they say. Assuming their numbers are valid, this argument does have a point, but one of limited relevance to many situations. Hype may sell, but it may also undercut other business goals, in these ways: Reputation. In whose eyes do you want credibility? Use this tone and you can expect snickering rather than respect from established journalists, academics, Fortune 500 companies, most people with postgraduate degrees and colleagues who use any of those groups as their benchmark of respectability. Partnerships and opportunities. If you're aiming at joint ventures with banks, universities, community organizations, trade associations and the like, hype counts very heavily against you. You may also endanger your chances of getting a contract from a major publisher if that's among your goals. Trust. Are you aiming at a one-time sale or a long-term customer? Hype works better in the former situation, especially where a buyer believes they can obtain a refund if the purchase doesn't live up to the promises. Staying out of legal trouble. Some of the techniques listed above either flirt with deception or cross the line to lies. The other day I read through a Federal Trade Commission judgment against an Internet marketer for deceptive marketing and believe me, this is wrath you do not want to bring down upon yourself! Make sure you have a nitpicky lawyer to vet your copy if you favor a hyped style. Please note that it's possible to use a hard-hitting, dramatic direct marketing style with descriptive bullet points, calls to action and so on in connection with entirely truthful and completely respectable copy. Hype does sell. But that's far from settling the issue of whether or not you should use it. Marcia Yudkin (marcia@yudkin.com) is the author of 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover and other books on business communication. She mentors business owners through http://www.MarketingForMore.com and mentors organizational marketing managers through http://www.MentorForMarketing.com. Sign up for her free weekly newsletter on creative marketing at http://www.yudkin.com/marksynd.htm .
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Mortgage Marketing - Viral-Email, Referral Marketing Strategy This is a devastatingly powerful way to extend your marketing reach. For this to work right you need a website that promotes your business. The Most Important Marketing Principles of All Time As you have probably experienced there is a lot of hype in the business and marketing world. New concepts, revolutionary methods and the like land in our in boxes every day. Becoming The Obvious Choice In A Sea Of Competition Differentiation, niche marketing, and positioning. These and other related business buzzwords have no doubt crossed every business owner and marketing director's ears in recent years. What Your Customers Want Your customers don't know what they want. And to assume otherwise is folly. Budget Your Branding It is very important to regularly monitor your advertising activities in the process of brand building, to realize how much they are contributing to the bottom line. Expediting marketing expenses wouldn't generally lead to a stronger brand name. Direct Mail Strategy - Brand Identity Guru 1. Know your purpose: What do you want your direct mailer to accomplish? Do you want to be remembered? Do you want to educate prospects about benefits? Recently, Brand Identity Guru was hired to expand a clients direct mail efforts, so we created a direct mail piece to showcase our clients related capabilities. Meaning and Marketing - The Eye of the Storm It's 1954. Yes, Mrs. How to Protect Yourself Against the Hidden Cost of Shipping to Trade Shows Trade Shows are lots of work, but they can generate lots of new business for their participants. In addition to the expense of staffing your booth, food, lodging, display, travel, etc. Marketing Lessons from Santa If a nonexistent man can change the world and millions of people with a message of joy then his marketing plan surely works. Right? Then what has Santa been doing right all these years that we can learn from? Santa's message is short--joy. Marketing Lessons From Apples iPod Apple Computer just announced that their earnings from the last quarter more than quadrupled mainly due to robust holiday sales of the iPod digital music player. More than 10 million iPods have been sold since it was introduced in 2001. Cook Up Something Special: How To Create A WOW Experience For Your Clients My niece recently graduated from high school, and my family spent the entire morning, evening, and night celebrating this wonderful once in a lifetime event with her.Our final celebration was dinner at a restaurant chosen by my niece. Refresh Your Web Site So you have a Web site. And so does most every business these days. Marketing Success Defined How do you personally define success? High income? Substantial net worth? A fine home? Peer recognition?On a personal basis, there are likely almost as many definitions of success as there are people in the world.In marketing, though, there are just four measurable elements of success:Profitability, Market Share, Customer Satisfaction and Customer Retention. Who are Those People Youre Selling To? If you're in the IT business, that's an important question.Most marketers are keen to profile their prospects. Fundraisers - How to Raise Twice the Money With Half the Sweat If your members, parents or donors wear clothes, watch t.v. How To Sell To Howard Stern... Oprah Winfrey... And Paul McCartney! Do you know what Howard Stern.. Take The Test: Does Your Marketing Copy Sell? Your marketing materials must grab your prospect's attention long enough to convince them to investigate further. Assuming you get past this hurdle, your piece's message must next convince the reader to call or buy. Effective Use of Promotional Products and Ad Specialties 1. Determine the goals of your promotional products program. Two kinds of Advertising for a Marketing Strategy Advertising is the lifeblood of any business. If you do not learn how to advertise your products and services both efficiently and effectively, you won't be in business long. Top 10 Tips To Market & Build Your Professional Practice In building and running a professional practice (or any small business or a home-based business), there are many items that must be monitored closely. As a small operation, you can't afford to find out too late that a critical aspect of your business has gotten off-track! This list looks at 10 items to emphasize at the start of a new year, or any time you want to rapidly grow your business in a short period of time.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
