Can We Please Tell the Truth
in Our Marketing Communications?
Christopher Ryan
info@fusionmarketingpartners.com
Some marketer’s have become lazy
and careless when creating offers and
by doing so fail to generate genuine
interest and r...
Operating Under False Pretenses
Operating under
false pretenses
breeds mistrust.
Take the time to
craft offers that are
bo...
The Marketer Who Cried Wolf
Misleading marketing
tactics harm your
reputation and create the
wrong outcomes.
• The tricker...
Deceptive Marketing Techniques
Here are the most common types of
dishonest marketing offers:
• Claiming the communication ...
More Deceptive Marketing Techniques
• Claiming the offer is “official business.” A large number of direct
mailers are prac...
Remember
• Lazy marketer’s fail to generate genuine interest and response.
• Operating under false pretenses breeds mistru...
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Can We Please Tell the Truth in Our Marketing Communications?

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This presentation identifies the five most commonly used deceptive marketing techniques that lazy marketers use to craft their offers. It also reveals the truth about misleading practices showing that they have an adverse effect and fail to generate genuine interest and response.

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  • When you are dealing with even semi-intelligent prospects, the subterfuge (real or perceived) works exactly one time. You get the prospect to take action, but you train him or her to be wary and disbelieve you. And if they rightfully disbelieve you when you trick them, they also disbelieve you when you tell the truth – we all learned about this when our parents read us the fable about the boy who cried wolf.
  • These types of marketing communications techniques are the lazy marketer’s way of avoiding the painstaking work required to craft offers that are both truthful and effective. It’s like the comedian who compensates for a lack of talent by throwing as many curse words as possible into the routine.
  • Misleading marketing offers insult both the intelligence of the prospect and the professionalism of the marketer. You may get a few extra sales in the short-term, but it will have dire consequences in the long term.
  • Can We Please Tell the Truth in Our Marketing Communications?

    1. 1. Can We Please Tell the Truth in Our Marketing Communications? Christopher Ryan info@fusionmarketingpartners.com
    2. 2. Some marketer’s have become lazy and careless when creating offers and by doing so fail to generate genuine interest and response. Lazy Marketing Creates an Adverse Effect
    3. 3. Operating Under False Pretenses Operating under false pretenses breeds mistrust. Take the time to craft offers that are both truthful and effective.
    4. 4. The Marketer Who Cried Wolf Misleading marketing tactics harm your reputation and create the wrong outcomes. • The trickery only works once. • The prospect is now trained to disbelieve you even when you’re telling the truth. Read the blog post here!
    5. 5. Deceptive Marketing Techniques Here are the most common types of dishonest marketing offers: • Claiming the communication is urgent. Remember that what is urgent to the seller (getting the order) may not be urgent to the buyer. • Claiming that something is time sensitive. My favorite examples are radio commercials that state, “Only available to those that call within the next 30 minutes,” even though the same commercial runs for months.
    6. 6. More Deceptive Marketing Techniques • Claiming the offer is “official business.” A large number of direct mailers are practicing this subterfuge by putting text on the outside of the envelope that shouts something like: “To be opened only by addressee — Fines for interfering with delivery of this mailing”. The implication is that the correspondence is from a government agency, when in fact it is usually selling something like an extended car warranty. • Claiming that the product or service is free. More often than not, these so-called free offers are just bait for something that will cost you money. • Claiming that the offer is personal. We all get those emails that claim, “This offer is reserved only for my closest subscribers/members/friends.” Yet, you have no doubt that you are one of several hundred thousand of the sender’s “friends.”
    7. 7. Remember • Lazy marketer’s fail to generate genuine interest and response. • Operating under false pretenses breeds mistrust. Take the time to craft offers that are both truthful and effective. • Repeatedly mislead your prospects and you train them to not believe you even when you’re telling the truth. • Deceptive marketing techniques may occasionally work but never for the long-term. • Be professional and tell the truth in your marketing communications. To read the complete blog post click here! www.fusionmarketingpartners.com

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