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What aren't you saying?
OR Quit hiding from the truth.

October 2009by Moshe Engelberg, Ph.D.

 

Sometimes our marketing campaigns shy away from saying what we really mean. Call it political correctness, fear of failure, CYA. But regardless of what is driving the ambiguity, the result is watered down messages and poorer results. Say what you believe as explicitly as you can - at least in your brainstorming and creative strategy development. Then tame it in your message execution if you have to.

In the movie Crazy People, Dudley Moore was an advertising exec turned mental patient who got his fellow patients to create wildly successful campaigns. Their gift was honesty - unvarnished, blunt, explicit honesty. For example, their Jaguar car campaign targeting men showed a scantily clad woman next to a shiny new Jag with the line "Buy a Jaguar. Get Laid." Now most of us may not be able to get away with that degree of explicitness in our ads, but we can in our creative thinking. I recently saw a billboard for a mortgage firm that boldly proclaimed "your loan sucks." Which is more typically the unspoken claim. As always with bold messaging, you need to weigh the attention-getting effect against the turn-off effect.

So, in extremely plain language, answer this: What is it that are you not saying, but you want customers to think? Then do your homework to see just how explicit you can be, while improving your reputation and increasing sales.

Moshe Engelberg, Ph.D., M.P.H.
President
ResearchWorks, Inc.
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Suite 313
San Diego, CA 92128

Phone 858-487-8200
Fax   858-487-8264
moshe@researchworks.com
www.researchworks.com


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