|
|
|
|
|
|
|
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 .
Advertisement: Honest Riches - Click Here!
Advertisement: Lost AdWords - Click Here!
Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!
Advertisement: Who Loves Money? - Click Here!
Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!
CNNMoney.com - 14 hours ago
Ace Marketing & Promotions Inc. (OTCBB: AMKT) announces that IMAX Theaters is piloting Proximity Marketing at its Palisades theater location in NY, ...
Bizjournals.com, NC - 11 hours ago
Database marketing firm Merkle Inc. has signed up the Limited as a new client in a three-year contract. The Columbia firm will analyze customer data to help ...
Merkle Selected by The Limited to Support Integrated Customer ... MarketWatch (press release)
all 17 news articles
Reuters
Bizjournals.com, NC - 15 hours ago
United Parcel Service Inc. rival FedEx Corp. will cut its marketing budget by more than 25 percent for 2009, the company recently disclosed on its blog. ...
FedEx cuts marketing spend by more than 25 percent Reuters
FedEx to reduce marketing budgets by 25% Brand Republic
all 43 news articles
Bizjournals.com, NC - 15 hours ago
Downtown Greensboro marketing firm Bouvier Kelly has won three awards from the Carolina Healthcare Public Relations and Marketing Society for its work with ...
CNNMoney.com - 6 hours ago
TMI's marketing plan includes a program where LTC facilities can lease the equipment necessary to perform skin assessments and store the necessary data ...
Wellstar/TMI Announces Estimated Three-Year Revenue Projections MSNBC
all 9 news articles
CNNMoney.com - 15 hours ago
Proton will start by marketing a variety of enhanced water products that provide health benefits for people and the planet as well as the commercial product ...
MSNBC - 2 hours ago
The initial stages of marketing the properties for sale have already begun, and the Company will expand those efforts now that the properties are completely ...
Indianapolis Star, United States - 12 hours ago
With a team of 25 brokers and additional market research, marketing, and client support staff, Summit Realty Group specializes in office, industrial, ...
MediaPost Publications, New York - 1 hour ago
by Erik Sass, 7 hours ago Katz Media Group is launching a new national marketing unit that will focus on creating custom solutions for advertisers that take ...
Katz Launches Katz Marketing Solutions Streaming Magazine
Katz Media Group Reorgs to Trim Costs MEDIAWEEK
Katz Media Group Launches National Marketing Unit to Exploit the ... Earthtimes (press release)
Radio Business Report - AdAge.comall 24 news articles
Denver Post, CO - 1 hour ago
By Greg Griffin The Bonham Group — a Denver sports marketing company whose clients included the Cleveland Indians, the Ladies Professional Golf Association ...
Denver's Bonham Group shuts doors Bizjournals.com
all 11 news articles
Laws of Marketing ? The 10 Immutable
Most marketers believe that anything is achievable if you are energetic, creative or determined enough. But laws of marketing follow laws of business, and if you violate... Read More
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,... Read More
6 MUST Have Strategies To Make Big Bucks with Big Ticket Items
Strategy #1: Change Your Mindset That's right, change your mindset! It's probably the number one most important strategy when selling Big Ticket Items. Plenty of people are... Read More
Business Card Design - How to Stand out and Get Noticed
One of the most powerful, yet over looked weapons in your marketing arsenal is your business card. If designed properly this little 3 x 2.5 piece of... Read More
Five Steps to a Web Site That Sells
I'm always amazed that people would spend months to develop their web site, pay thousands of dollars to have it put together and then... they just let... Read More
Limited Time Only (Shh! Its A Secret)
Under normal circumstances, you'd shout it from the rooftops. After all, when you have something urgent to say, you want others to know about it, right? But... Read More
Sage Advice from a Marketing Expert!
An international hair-cutting chain opened a new store directly across the street from the small town's only barbershop owned and operated by a man affectionately known to... Read More
How Effective Customer Surveys Will Help Innovate Your Business
Have you ever wondered why the phones aren't ringing the way they should? Or maybe sales are flat and you're not achieving the revenue and profit targets... Read More
How A Tiny 10 Year Old Girl Can Throw A 20 Stone Man - 3 Key Lessons In The Gentle Art Of Business
Half my immediate family trained in Judo and excelled in competition. I was always fascinated by the way in which my younger brother and sister (who were... Read More
How to Manage Your Marketing Mix
Here's the deal: advertisement is not marketing. It's like saying you want to have a garden, but you're only willing to plant the flowers. Forget about watering,... Read More
Business Leads
Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more... Read More
Every Days a Holiday!
You probably know that February 2nd is Groundhog Day. But did you know that it is also Kiwi Fruit Day, Laugh and Grow Rich Day, and Bonza... Read More
Marketing Worksheet
Even the world's best marketing strategy won't work for you if it's not well-planned, and the best way to do that is to develop a customized work... Read More
Down To The Wire
When you want to win and woo new clients with national publicity -- and don't have an enormous budget to distribute your message -- turn to the... Read More
Secret of Strategy - Part 2
How to Create Strategies That Work In Today's Markets. Of course you've heard that when you do what you've always done, you'll likely get what you've always... Read More
Are Your Marketing Efforts Working...Or Could They Use A Little Help?
Marketing is a broad business subject that encompasses a range of activities including advertising, public relations, sales, and promotions. Generally, you will find that people often confuse... Read More
Marketing The Real You
I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's... Read More
Marketing Manual Sample Outline
The key to success in any business relies a large part in your ability to market your product or service. Often MBA students spend years studying marketing... Read More
Motivate Your Market Force
IntroWant me to tell you something on how you can motivate your market force in 2005. I will do so today. Tell you ideas that will power... Read More
Networking Events ? Lose the Fear and Gain the Benefits
"Kevin, are you saying I need to go to Networking events? I hope not because I hate them."No, of course you don't have to go to them.... Read More
Polishing Your Translation Style - Marketing Your Services
You have read part 1 & 2 of this article series (see below for link). And, you are probably asking yourself "what else is there to say... Read More
After Your Postcard Mailing: Follow Up with Finesse
I've heard a lot of people lament the fact that they just sent out a big postcard mailing, and, alas, no one called. Hey, it's happened... Read More
Perceived Value Is In The Eye Of The Beholder
Q: My partner and I are having a hard time coming up with what we feel is the perfect price for our new product. We know what... Read More
Five New 5 Ps!
NO! When I say "5 P's", I'm not talking about the big 5 P's of marketing everyone's familiar with.Here I'm NOT referring to Product, Price, Place, Promotion... Read More
Maslows Marketing Filter
One of the basics of all marketing and advertising training is a teaching of "Maslow's needs pyramid". This pyramid shows the different motivators and needs in a... Read More
Knock, knock. Whos There? Your Target Market, Are You Listening?
Have you ever had a conversation with a person who wasn't listening to anything you said? This one-way communication experience is a big turn-off and many times... Read More
21 Must-Have Web Site Elements
Your Web site should be the cornerstone of your client seduction efforts. The site is your silent salesperson -- the one with whom prospective clients visit before... Read More
5 Ways to Upgrade Your Existing Marketing Materials for Practically Nothing!
In addition to direct marketing strategies you want to be sure your existing passive, or indirect, marketing activities are as effective as possible. When is the last... Read More
Lead Generation: What Is It worth?
Our business environment has changed dramatically. Companies must now be disciplined and market-driven if they want to stay alive. They must do more - much more -... Read More
Know Thy Competition
BREAK FROM HO-HUM MARKETING ? IT'S TOO BORING! Once you break from ho-hum marketing, and learn to put your deeper beliefs and values into your promotion, a... Read More
Marketing Planning - Preparation and Accountability
We all know the saying, "Failing to plan (prepare) is planning (preparing) to fail." I truly believe in this statement and I hope you do as well.... Read More
4 Ways to Get a Prospects Attention Fast
Can you remember the last dozen advertising messages beamed at you today? Can you remember even one of them? Most people can't.This illustrates a major obstacle you... Read More
10 Elements Every Direct Mail Piece Should Have
Don't want your direct mail to end up in the trash with the rest of the unread mail? Studies show an effective direct mail campaign should draw... Read More
Catalogs are Selling Machines
If you've got a mailbox, you're no doubt aware of the popularity of catalogs. People love to look through catalogs, and more important, they love to buy... Read More
Nice Guys Finish First
Volunteering your services can be an excellent way to form new business relationships and raise your business's profile while lending a hand to a good cause. However,... Read More
When Designing Postcards, Aim for Refrigerator Door Mindshare
If you want to design effective marketing postcards, then aim for "Refrigerator Door Mindshare." By this, I mean that you should create a card that someone would... Read More
Be Prepared for Marketing
For most businesses, making a sale is all important. However, despite the amount of effort and attention given to getting sales, there is often no attention given... Read More
Devious and Deceptive Packaging
Have you read anything in the news lately about childhood obesity, Jose Canseco and steroids, or fat free foods? Where is the truth in any of that?If... Read More
Sleigh Bells Ring...And Cash Registers, Too
During the holidays, folks everywhere shop many long hours to buy gifts for the important people in their lives. Spending at this time of year is one... Read More
Top 5 Design Tips to Create Eye-Catching Marketing Materials
Great graphic design looks effortless, but it requires lots of attention to details. Think back to an eye-catching advertisement, publication, or flyer you saw recently. Do you... Read More
Wife?s Marketing Prowess Helped Edison See the Light
It is well known that Thomas Edison was an inventor, a genius, and he never slept. Did you know that Mrs. Edison was a genius and never... Read More
To All Internet Marketers - How To Get My Business?
More and more people are realizing that the Internet offers great potential to set up a healthy business for pennies on the dollar. This is good news... Read More
10 Proven Ways To Accelerate Your Profits
1. Make copies of your web site in many different languages. This'll allow foreign speaking people to read your web site and advertisements.2. Give your customers a... Read More
Consumer Thinking And Search Marketing
12/20/04According to a recent article by ComScore Networks, about three-quarters of all consumer product research is initiated through a generic search term, such as "televisions" or "Adoption... Read More
Telemarketers Dont Like Them? Heres An Idea For Ya!
Telemarketers... ooohhh... I'll bet we've all got a nice story to tell about these guys & gals don't we?Well here's a story i'll never forget and I'll... Read More
Write Better Web Content
If you're reading this article, chances are that you, like most professionals these days, understand the value of the Internet. It may be where you go to... Read More
7 Tips to Grab New Clients
As a business professional, you probably realize the value of writing articles for print publications to telegraph your expertise. Have you considered that writing articles for online... Read More
Creating Customer Value
The purpose of business is to create and retain a customer.Much has been written about customer orientation, customer relationship management (CRM), Customer Lifetime Value (CLV) metrics, Customer... Read More
How To Choose a Qualitative Research Market
Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and the like are conducted all over the world, as everyone knows. But how are the markets to... Read More
Why Most Marketing Videos Dont Work
Every now and then I will meet someone who has commissioned a marketing video that did not work for their company. It is a sad state of... Read More
How to Expand Your Target Markets
Are your products or services geared towards only one target market? You can increase sales and profits by increasing your target markets. Below are some creative ways... Read More
15 Ways to Promote eLearning Programs
Pre-note: In this article, teleclass is an example used to illustrate one type of eLearning market. The tips work the same for other eLearning programs, including, but... Read More