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I. I am not a target; I am a person: Don't market to me, communicate with me.
II. Don't wear out my name, and don't call me “friend,” until we know each other.
III. When you say “sell,” I hear “hype.” Clarity trumps persuasion. Don't sell; say.
IV. I don't buy from companies; I buy from people. And here's a clue: I dislike companies for the same reason I dislike people. Stop bragging. It's disgusting.
V. And why is your marketing “voice” different from you real “voice”? The people I trust don't patronize me.
VI. In all cases, where the quality of the information is debatable, I will always resort to the quality of the source. My trust is not for sale. You need to earn it.
VII. Dazzle me gradually: Tell me what you can't do, and I might believe you when you tell me what you can do.
VIII. In case you still don't “get it,” I don't trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated. If you want to change how I buy, first change how you market.
Source: Marketing Experiments Blog by Dr. Flint McGlaughlin |
