Jive Talkin'  We've all seen late-night infomercials selling gadgets with breathless testimonials, outlandish claims and lots of razzle-dazzle. And while their jivey approach can be effective—particularly for gimmicky products—Simon Glickman and Julia Rubiner of Editorial Emergency argue that the hype is short-lived, and a lousy way to build a brand.
Here are a few telltale signs your copy might be jive talkin':
Exclamation points. Glickman and Rubiner believe these are almost always unnecessary. Use them judiciously—if at all—and only when a statement truly merits the added excitement.
Numbers. Headlines like "10 Powerful Secrets for [Fill in the Blank]" will undoubtedly pique a potential customer's interest; but they also sound like copy that will lead to an impulse buy, not a long-term business relationship.
Hyperbolic claims. Does an image-conscious company really offer something extra for acting now, or suggest that the big secret will be revealed for the low, low price of $199.99?
"For us, it's not just a matter of making sales; it's a matter of making lasting connections," say the Editorial Emergency duo. "And establishing a brand that offers genuine value. And treating potential clients with respect. And sleeping at night."
The Po!nt: According to Glickman and Rubiner, "Treating prospective clients like carnival marks—suckers born every minute—may result in quick sales, but it won't establish the enriching, enduring relationships that are the lifeblood of your business."
Source: Editorial Emergency. Click here for the post.
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