Post by "Pop" Stran on Jul 27, 2003 13:17:41 GMT -5
My lead-in text (the board description) was apparently a bit too general for some.
I've received a few complaints, many more from marketers, stating that my use of the word "con" is too harsh a term to describe the "gentle art of consumer persuasion" used by professional marlting types.
*(BTW: My new complaint line is open:
1-800-BITEME
Please use this toll-free number in the future for complaints.)
As a former marketing-type myself, with 20+ years in the biz of gentle consumer persuasion, I know the difference between straight-talk and sales-talk.
When you add known sales-triggers to your text, or your webpage, you're using a con. Accept it, and get on with your life.
That doesn't make you immoral...it means you've done your homework.
Most Americans like to be conned, and they like their cons to be subtle. Big business in America uses it effectively every minute of every day...
We care about you.
Like a good neighbor.
Like a rock.
Get a piece of the rock.
Your armpits are offensive...We want to help you.
Your towels aren't soft enough for your kids.
Your kids aren't keeping up with the neighbor's kids.
We can make you a cool mom.
We can make your husband appreciate you.
We can make your wife forgive your stupidity.
You're lonely because you drink the wrong beer.
Your car won't get girls...but this one will.
Your sports idol wears this shoe.
...the list is endless...
We expect to be conned...It's the American Way.
In general, companies that don't use subtle cons don't do very well in the American open market.
More importantly, the word "con" is a decades-distilled and over-simplified version of the original uses for it. Most people of the last 2 generations have no idea what a "confidence man" is, let alone ever met one...although many big cities have a few thousand variations on the original, and thousands more in the wannabe ranks.
As a salesman, my job was to complicate simple situations. That's marketing.
The simple approach would be," Hi. You're ugly as sin. This face cream won't fix that, but it will make you feel better about being so ugly. It's retailing at 5 times it's value to cover my commission, and you can't really afford it, but buy it anyway."
...The simple approach doesn't make money.
But, if I show you pictures of the glamorous moviestars who use it, and promise you dramatic immediate results, and offer a full 100% money-back guarantee...I've got a better chance of making a sale.
Sales cons are not illegal, but outright lies are...Therein lies the gray area where most marketing-types make their living.
I don't hate them.
I swam with the sharks, and I respect them.
I do however, resent being taken for granted by an advertiser. Many truly believe that the average American consumer is an odiot; An empty robotic buying machine waiting to be told what to want next.
These Mad Ave-types don't even try to soften their cons...They see us as nothing more than cattle.
They poke us with a stick, and we go where they want us to...and the sad truth is, they are too often right.
Too many consumers are so conditioned to swallow the hype, that they feed on it daily;
The company that sponsors my favorite soap-opera must be a good company...
A thousand-dollar rebate on this new car makes me special...
Having a better refrigerator than my neighbor is the most important thing in my life...
I/We expect to be conned...in a competitive market, he who has the best con wins. Unfortunate, but true.
The purpose of this board however, is not to yell "FIRE" in a crowded room...it is to shed light on the most common consumer mis-conceptions that too many marketers attempt to take advantage of.
I'm not "giving away your secrets", as one recent complaint stated. Psycological triggers are not a secret, they're tools...and I'm just sharing my tools with a few friends.
*Those not satisfied with this explanation, please see the above complaint-line number. Thank you.
Thanx for your time,
JB.
I've received a few complaints, many more from marketers, stating that my use of the word "con" is too harsh a term to describe the "gentle art of consumer persuasion" used by professional marlting types.
*(BTW: My new complaint line is open:
1-800-BITEME
Please use this toll-free number in the future for complaints.)
As a former marketing-type myself, with 20+ years in the biz of gentle consumer persuasion, I know the difference between straight-talk and sales-talk.
When you add known sales-triggers to your text, or your webpage, you're using a con. Accept it, and get on with your life.
That doesn't make you immoral...it means you've done your homework.
Most Americans like to be conned, and they like their cons to be subtle. Big business in America uses it effectively every minute of every day...
We care about you.
Like a good neighbor.
Like a rock.
Get a piece of the rock.
Your armpits are offensive...We want to help you.
Your towels aren't soft enough for your kids.
Your kids aren't keeping up with the neighbor's kids.
We can make you a cool mom.
We can make your husband appreciate you.
We can make your wife forgive your stupidity.
You're lonely because you drink the wrong beer.
Your car won't get girls...but this one will.
Your sports idol wears this shoe.
...the list is endless...
We expect to be conned...It's the American Way.
In general, companies that don't use subtle cons don't do very well in the American open market.
More importantly, the word "con" is a decades-distilled and over-simplified version of the original uses for it. Most people of the last 2 generations have no idea what a "confidence man" is, let alone ever met one...although many big cities have a few thousand variations on the original, and thousands more in the wannabe ranks.
As a salesman, my job was to complicate simple situations. That's marketing.
The simple approach would be," Hi. You're ugly as sin. This face cream won't fix that, but it will make you feel better about being so ugly. It's retailing at 5 times it's value to cover my commission, and you can't really afford it, but buy it anyway."
...The simple approach doesn't make money.
But, if I show you pictures of the glamorous moviestars who use it, and promise you dramatic immediate results, and offer a full 100% money-back guarantee...I've got a better chance of making a sale.
Sales cons are not illegal, but outright lies are...Therein lies the gray area where most marketing-types make their living.
I don't hate them.
I swam with the sharks, and I respect them.
I do however, resent being taken for granted by an advertiser. Many truly believe that the average American consumer is an odiot; An empty robotic buying machine waiting to be told what to want next.
These Mad Ave-types don't even try to soften their cons...They see us as nothing more than cattle.
They poke us with a stick, and we go where they want us to...and the sad truth is, they are too often right.
Too many consumers are so conditioned to swallow the hype, that they feed on it daily;
The company that sponsors my favorite soap-opera must be a good company...
A thousand-dollar rebate on this new car makes me special...
Having a better refrigerator than my neighbor is the most important thing in my life...
I/We expect to be conned...in a competitive market, he who has the best con wins. Unfortunate, but true.
The purpose of this board however, is not to yell "FIRE" in a crowded room...it is to shed light on the most common consumer mis-conceptions that too many marketers attempt to take advantage of.
I'm not "giving away your secrets", as one recent complaint stated. Psycological triggers are not a secret, they're tools...and I'm just sharing my tools with a few friends.
*Those not satisfied with this explanation, please see the above complaint-line number. Thank you.
Thanx for your time,
JB.