Friday, November 6, 2015

You Must Remember This

In a prized scene in Casablanca, the crooked cop Louis orders the patrons to leave Rick's Café Américain.

"How can you close me up? On what grounds?" Rick demands.

"I'm shocked, shocked to find that gambling is going on in here!" Louis replies, and pockets his winnings without missing a beat.

Hey, Louis, would you be shocked to find that 96% of customers think marketers lack integrity? Only 4% think otherwise, according to the American Association of Advertising Agencies.

It's little wonder, when every ad, email, brochure or news release—like Louis—wants to "round up the usual suspects:"

Acme, the industry-leading provider of unique, customizable, feature-rich software, is proud to announce its dynamic new end-to-end solution designed for exceptional performance and total scalability for massive worldwide deployments with maximum flexibility in meeting today's most urgent business needs.

Marketers, take note: When your claims are more enticing than the customer experience, you jeopardize your integrity.

Why not stick with the facts?

You must remember this: a kiss is just a kiss.
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