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Here's
a recent Marketing
Minute...
To Fudge or Not to Fudge
At a language-learning site I often visit, an entrepreneur
was trying to defend the marketing pitch for his purportedly
fantastic new app. He danced and pranced at length to
explain how "Learn 80% of Chinese in 3 months" could be
true.
A consensus emerged among long-time members of the site that
at best, the slogan was highly misleading and at worst,
nonsensical hype. One critique demonstrated why 80 percent
comprehension in language learning is actually poor. For
instance:
"That's two out of every ten _____ that are _____."
It's the 20 percent missing words there that indicate the
real meaning, the critic said, and if that's as far as
you've gotten, you're barely out of the gate. You're not
amazingly near the finish line at all.
My takeaway: If you need paragraph after paragraph of
convoluted reasoning to explain how your marketing slogan is
true, you're being unfair to prospective customers. If you
know in your heart of hearts that your promises take
advantage of hopeful, naive individuals, pause. Reconsider.
With a great product or service, after all, you don't need
to hoodwink people.
Unsolicited
praise for The Marketing Minute
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-
Jeff Zbar,
Author, Home Office Know-How
"Vale la pena suscribirse al newsletter
semanal de Marcia Yudkin 'The Marketing
Minute' en el que, en un minuto, puedes
obtener reflexiones valiosas orientadas
a mejorar la efectividad de tus
actividades de marketing y comunicación."
- La Vanguardia newspaper,
Barcelona, Spain
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More praise for the Marketing Minute
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in its short, readable and useful
content."
Alison Strickland
Applied Creativity, Inc.,
Seminole, Florida
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Shirley Hamill, Director of Events
Blue Zebra Event Management,
Brighton, England
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OnGuard Software Solutions,
Birmingham, UK
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Even
Shorter: Marcia's Mantras, a
Daily Nanozine
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Mantras, a free marketing tip of the
day delivered each
morning. It's 140
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something that snaps, pops and
crackles with which to start
your day. Marcia's
Mantras on Twitter.
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lot."
David Geer,
Geercom.com
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to read it first. Which is more than I
can say about almost all the other stuff
out there. Thank you."
- Mike Harris, President,
The Harris Institute
"It's intelligent, it's low-key, it only takes a 'minute' to read, and you'll be sure to take away something positive for your own marketing efforts from each issue."
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Mark Brownlow, VP Research, Internet
Business Forum
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interesting."
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Marketing Executive,
Vacuumatic
"Since the length of many newsletters is just too much, I find your 'minute' approach refreshing. More people need to separate the wheat from the chaff as you do."
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Timothy J. Phelan,
brainegg.com inc.,
Riverton, CT
"Marcia, I marvel at your enthusiasm and energy. I've been a subscriber to the Marketing Minute for years; all your tips have been wonderful, but this week's tip on staying the course came at a particularly propitious time for me when my fees are being called into question. Thanks so much for your invaluable advice! I really needed it; it was like a shot in the arm from an angel at my side when I booted up this morning."
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[Six months later] "Your Marketing Minute continues to pack a good lesson, and it's always just a minute! I never say 'I'll read it later' because I know *even I* can get it in that short period. Thanks!"
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Webmaster, EMA, Inc.
St. Paul, MN
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John La Valle
PureNLP.com
Co-author, Persuasion Engineering
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