Douglas Adams on perception
"If it looks like a duck, and quacks like a duck, we have at least to consider the possibility that we have a small aquatic bird of the family anatidae on our hands."
In a recent study of weight loss product marketing, the FTC found that certain kinds of messages were common in deceptive ads. Three particular types really stood out to me: testimonials, claims of rapid results, and money back guarantees. Why? Because I've noticed a trend among independent professionals to highlight these types of messages in their marketing.
Beware (be aware) marketers. The meaning of your message is not what YOU say it is. Rather, it is the meaning that your audience makes for itself. So if your marketing looks deceptive, and quacks deceptive, your audience will have to at least consider the possibility that it is deceptive. It's a feelings thing . . . remember?
Posted by Tom Asacker January 10, 2005
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