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. . . taken from Marketing Experiments' explanation of Transparent Marketing™. Here is a modern (if subtle) version of "snake oil copy". It is actual sales text extracted from the high traffic web site of a major company (the name has been changed). "Led by one of the finest management teams in the industry, MediWidgets has consistently demonstrated a keen understanding of the industry and a strong vision for its future. This vision translated into a concept of a superior system - of how patients should move smoothly through a logical healthcare system that offers highly technical, less-invasive, cost-effective procedures." What is wrong with this piece? Is it too long, too short, or too direct? If you were the expert hired to revise it, what changes would you make? Transparent Marketing™ suggests a different way to analyze this sample copy. Here are five key principles: 1. Tell (only) the (verifiable) Truth "Write the truest line you know." When Earnest Hemingway vi penned this famous advice, he could not have known that it would have such lasting impact. His words still resonate today. If the new marketer is to succeed in persuading the Post Modern Consumer, he must embrace this maxim just as eagerly as the aspiring author. The task is challenging. First, we must strip our ad copy of every last info fragment that is not absolutely accurate. Then we must go back and strip it again, this time of every fragment that is not absolutely verifiable. Here is a direct quote from the mission statement of HealthWidgets.Com: "We consider respect, trust and integrity to be essential in all our dealings. We expect honest, ethical behavior from ourselves, and we encourage it in others." Fine sounding words, but despite the noble tone, their message will likely be discarded. If the Post Modern Consumer can't instantly verify a claim he will assume that it is false. 2. Purge all vague modifiers. Let's take a pair of surgical scissors to the MediWidgets pitch. Let's cut away the subjective adjectives, adverbs, and prepositional phrases. "Led by ______________________ management teams in the industry, MediWidgets has _________ demonstrated a _________ understanding of the industry and a ___________ vision for its future. This vision translated into a concept of a ____________ system - of how patients should move _________ through a _______ healthcare system that offers _____________________." Question: What do we have left? Answer: Not much. What is this copy saying? How will it impact a prospect? Here is a paraphrase of the remaining paragraph, along with the likely responses of a weary decision maker as he scans for meaning.
If theses responses seem harsh, they are probably not harsh enough. While this writer has no desire to demean the work of another professional, the Post Modern Consumer couldn't care less. He actually despises hype and anything else that insults his intelligence. He is armed and dangerous. With a single click, he can terminate a company's opportunity. = = = = = = = = = = = = = = = = Judge from this example that much of the marketing you are exposed to does not work simply because it fails to be believeable. When it isn't trustworthy, you don't care. When you don't care, you won't remember. This is precisely why Niche Karma ensures that your marketing isn't nonsensical hype, but a tangible story that is:
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