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Bored to Death

March 30, 2010  
If it's late at night and you can't get to sleep, try reading this tag line—it just might work better than a sleeping pill: "Combining the strategy, business processes, implementation, and technical support skills of a CRM systems integrator with the data management, analytic, and marketing skills of a database marketing service provider to deliver and operate closed-loop marketing and sales environment."

Ann Handley, bored senseless by the ponderous copy, created a facetious multiple-choice quiz daring Daily Fix readers to decipher what the company actually does:

  1. Something with technology.
  2. Something with marketing.
  3. It helps marketing and sales organizations more effectively work together.
  4. I have no idea, but does it involve dwarfs?
  5. Zzz... sorry, were you talking to me?

She provides the correct response—C—but assumes the thoughts of some readers might have lingered on the milquetoast tag line. "[M]aybe, instead of picking an answer," she notes, "you felt a little shock of recognition, because your own web site or blog or email copy is just as lifeless? Incomprehensible? Completely comatose?"

The Po!nt: Treat each component of your company's online marketing as an opportunity to tell a great story that leaves readers wanting more.


Source: MarketingProfs. Click here for the full article.

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