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April 15, 2009, 08:37 PM
When crafting your marketing message, it's a VERY fine line between...

Enthusiasm + Desperation.

I think the line is broad rather than fine. I find it very easy to distinguish between the two presentations.

When Billy Mays yells at us about Oxyclean, etc., is he "enthusiastic" or desperate?

He's enthusiastic because he has a good product. My wife switched to it and loves it.

Authority + (false) Arrogance.

False Arrogance? Arrogance is defined as "unwarranted pride". Arrogance is what an ignorant audience accuses you of having.

When we see messages that begin with, "Everything you've been taught is garbage...", is that borne of true authority or some legitimate revolution/change in the way things are done, or is it just naively ignoring the wisdom of the ages, due to INexperience?

As an authority, I've made the statement that "Everything you've been taught is garbage..." many times. I've gone out of my way to try and correct situations where someone is following what he was taught, and following it straight into disaster. It does no good. You can't teach what won't be learned. Ones who have accepted that maybe they have been doing something wrong, and ask for advice, those can be taught. It's not black and white though. Some who ask for advice really want something done for them, rather than having to take the trouble to learn.

It's up to the receiver of our message to decide that, of course. But perception equals reality -- and I think keeping the above 'fine lines' in mind is advisable.

I don't think perception comes even close to equalling reality. But that's just the way I see it.

The more I see mrktng messages (+ maybe I'm just getting older, so I've seen more of them + I am now "immunized"), the more it may be that people do NOT want marketers to be GENUINE after all. Maybe it IS better to be GUARDED and MEASURED when crafting mrktng messages. Maybe being REAL = being amateurish.

I forget where I saw it, but some guy reported that back of the room sales at a seminar were strongest for the "quick and easy" type stuff. The guys trying to sell the truth didn't do so well.

If you truly want to be helpful to others, maybe 'just showing/demonstrating that' drives your intended audience in the OPPOSITE direction.

Someone who says he "truly wants to be helpful", as his sole motivation, lights up my BS detector big time. "I just want to give back to the community", or "I had such a hard time, I don't want you to suffer the same way", are giant red flags for me. I call BS. The guy that truly just wants to help is out there helping and has nothing to say about it.

Maybe that approach is too intimate. Too direct. Too obvious. Too sincere(?!?).

That approach is frustrating for the giver, and BS to the other guy.

MAYBE some who seek help DON'T really want help after all -- and the more we try to help, the more they run the other way.

They want it done for them. Do it for them and they won't run away.

Analogy: What's your response to someone who openly demonstrates they want to be friends with you?

Somebody that wants to be a friend is not coming along telling me I'm doing something wrong. A person that wants to be a friend helps with no comments and expects nothing in return. I welcome such people, rare as they are, and make an effort to return in kind.

Just some thoughts that have been percolating in my mind recently.

I'd be curious to hear your thoughts.

That's my perception, which of course equals reality and you should immediately begin thinking exactly the way I do.

"It's a joke, son." ...Foghorn

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