Puffery Will Derail Your Brand

Self-Promoting Content Turns Off Your Audience

Much of the promotional content that we see, hear and read is an unproven self-testimonial to the marketer's products and services.  Anyone can say "we're the leader in the field of ..."  This image positioning puffery will disable a branding strategy.  Character expression is a more sustainable approach.

Character Expression enables your target audience to understand what motivates you to do what you do for them while Image Positioning puffs up an exaggerated image. Why jump into the pool of sameness as everyone else who is creating self-testimonials?  No one believes these subjective reviews anyway.

The challenge is not to create puffery, but to create raving fans who put you on stage.

Image Positioning Strains Credibility	Character Expression Builds Trust
Focus on company and its competitors	Focus on customers and employees
Exaggerates minor differences	Reveals significant differences
Fabricated evidence supports claims	Authentic experiences create differences
Goal to preserve image	Raving fans prove reality
Applies faddish style	Integrates long lasting design
Company-sponsored marcom	Media and referral driven marcom
Separates marcom from product and service delivery	Integrates marcom with delivery of products and services
Inconsistent brand messages	Brands express company values

Cheap Doesn't Mean Low Price

Use Your Words Wisely

Cheap Doesn't Mean Low Price

It's like finger nails scraping a blackboard when I hear someone say that their product is cheaper, or that they are looking to buy something that is cheaper.

Do they really mean that?  Cheap translates to "poor quality", not better value.

If a quality product happens to be available at a lower price, wouldn't it be better to say that it's less expensive or more economical?

With this as the backdrop, can someone tell me what they'd rather buy or sell that is "cheaper" than the alternative?

"Like" Doesn't Really Mean "Like" on Facebook

Awareness expands when you click Like on a Facebook page.  Your community automatically sees everything you Like.

But, does Like lose its meaning when a company says "Like and be eligible to win something"?  [I guess you can't blame people who Like your offer if they stand to get something in return.]

As a marketer, I refrain from baiting people to Like my article, or product or website, etc.  Otherwise, how would I know how many people really Like my product or service or article, etc.?

Your Preferences Don't Matter

Only Customer Preferences Matter

Quite often a client will balk at a new marketing or business development idea that I present to them.  They resist the change with personal rationale such as "I wouldn't respond favorably to that"; or "I wouldn't meet with a representative who used that approach"; or "that'll never happen".  Those who try the idea often say, "you proved me wrong on that one".

When crafting marketing strategies or campaigns, don't think in terms of your own preferences.  Instead, understand  the needs, wants, problems and preferences of those you are serving.

The Al Dente` Approach to Marketing

The Al Dente` Marketing Strategy

Throw it on the wall and see what sticks

This strategy is followed by many marketers and it doesn't work very well.  Create a master plan and make sure everything you do is aligned with it.

Deductive Advertising Is Better

Don't invest in inductive advertising [here's my product - figure out what you can do with it].

Instead, only invest in deductive advertising [if you have this problem or opportunity, then this solution is right for you].