I read in the Wall Street Journal that there are gyms in America where you don’t do anything.
Great. I want one here too! You get your car, go to the gym, and don’t move a muscle except in the locker room while you’re changing.
No effort and no sweat. The dream of us lazy people!
Reading better I then realized that these are normal fitness centres that offer meditation courses to meet the new demand from stressed people.
Yet when I saw the title of the article I clicked immediately, intrigued.
And in so doing I showed myself something that advertisers know well:
the potential customer wants everything immediately and effortlessly
Everything. Right away. Effortlessly.
It’s from this weakness of the human soul that a flowering of more or less ball-counter advertising of the type is born:
– You lose weight in 7 days eating like a buffalo;
– become rich online in 30 days with two clicks;
– fit by Saturday without moving a muscle.
Now, as long as it’s about attracting customers, it’s okay.
Then, however, the important thing is to put the dots back on the I’s to avoid slipping from the fluffy ballistic counter to the misleading advertising, disrespecting the customer.
In short, the hook worked. But if the prospect notices that you’re a charlatan, he takes off his hook, runs away, and you’ll never see him again.
And this applies to both private consumers and corporate decision makers.
But let’s get to the practical application of the theory.
We decided to develop a real case that covers the following aspects:
- how to formulate a bullshitter slogan;
- if it’s true that the A bullshitter slogan wins over sober B;
- with what deviation;
- what are the differences (if any) between the customers attracted by A and those attracted by B?
- and finally, how to channel the expectations of customers attracted by A so as not to look like other people.
Therefore, in the next few days we’ll be investing a budget to organise a so-called A/B split-test. That is, we’ll compare a kiss-ass A ad, against an engineer-style B ad. Then we’ll publish the case study.
But where will we publish it?
Finally, the time has come to announce an important news.
This is a “sacrilegious” project. And I call it sacrilegious because we are about to print a new publication
exclusively on paper!
Yes, that’s right: in the digital world, we launch a paper product 🙂
These are monthly training dossiers reserved for SME owners and marketing and sales managers. Strategies, techniques, tests, interviews with experts, case studies: concrete contents immediately applicable.
The product isn’t for everyone.
First, because it’s a subscription service.
Then, because it’s for people who recognize the importance of lifelong learning. Those who already know everything or don’t investigate in their own know-how, aren’t the ideal user.
But I’ll talk about the initiative also in the next few days.