Thursday, November 14, 2013
popcon (A Work-Related Post)
The package or Orville Redenbacher says "with 50% less fat and natural ingredients."
Now why on earth would you be promoting 50% less natural ingredients?
Of course, that's not what they're saying. You'd have to be silly to think that's what they really mean.
So why bring it up? Because words have meaning. Your writing, especially packaging and promotions, should not leave anything open to an incorrect interpretation.
Even if just for a moment.
For the few seconds that your customer or prospective customer puzzles over your word choices, you're demanding a subtle but real price for their time, attention and brain-power. All these tiny pinpricks of inaccuracy, inconsistency and confusion are why people are becoming more and more immune to marketing.
Pretty soon, this is just words to fill space with no real value to anyone. Might as well just show the pop-up bowl balanced on a pair of legs leading to some feet in socks resting on a coffee table in front of a large TV enjoying a movie -- leave it up to the customer to imagine themselves in that situation enjoying the popcorn.
introspection technology entertainment-books and magazines sift work diet/exercise video funny cars worth repeating Christianity/church ideas and creativity bad company transit and development advertising / branding / marketing email music unclutter random food entertainment-television Google by-week 750 Starbucks 120 family #blogaday cool coffee parenting L.A. architecture entertainment-movies environment leadership Christmas Apple Seattle autism atad entertainment photos art and design weather politics by-year geography identity rain social Amazon home improvement travel Disney by-month money snow charity dream Lego how to vacation awful conference crime simplify children AT&T LOST news sports education fashion clueless improvement links no-bars-blog 2013 NASA NBC GTD fail good company holiday nostalgia trust30 war 2014 empowerment journalism legal picky power powerless quoted Cuba Lori cord-cutting focus great day inspirational radio Federal Way McDonalds Rachel Tacoma medical videoblog Boeing Microsoft Wal*mart art buffy conspiracy culture laundry sellout web 2015 PLU customer service fool review robots and drones