Comments about a marketing services sales video
Remember those questions on cognitive aptitude test asking you to identify which item in the group is different than the others? Here’s one I ran across today in a video presentation:
Item 1 – Marketing message from a daycare
Item 2: marketing message from jeweler
Item #3 – marketing message from marketing company
I was quite surprised to see these three examples used consecutively in a presentation of the same concept of a compelling marketing message. Clearly #3 is not the same as #1 and #2 from the customer’s perspective! I can’t explain why a marketing company would use the three in the same exercise unless they are suggesting that the messages are the same.
My marketing messages and my letters of engagement (the actual work documents) resemble #1 or #2 with accountability for results. I recently released a social medial marketing company and have backed away from other marketing advisers simply because their message is too similar to #3 above. There is no accountability for results in the system. Notice that #1 and #2 use the word “guarantee” to convey the nature of accountability for end results. I am frustrated that many of the marketers who approach me do not use that word.