The prospect's problem was written by Dr. Flint McGlaughlin, the founder of MECLABS, who pioneered behavioral testing on the web in the early 1990's. It is taught in his Email Messaging Optimization course. If you are interested in the course get in touch with us. We may be able to get you a coupon: [email protected]
The Prospect’s Protest (A Problem)
1. I am not a target; I am a person: Don’t market to me, communicate with me.
2. Don’t wear out my name, and don’t call me “friend,” until we know each other.
3. When you say “sell,” I hear “hype.” Clarity trumps persuasion. Don’t sell; say.
4. I don’t buy from companies; I buy from people. And here’s a clue:
5. I dislike companies for the same reason I dislike people.
6. Stop bragging. It’s disgusting.
7. And why is your marketing “voice” different from your real “voice”? The people I trust don’t patronize me.
8. In all cases, where the quality of the information is debatable, I will always resort to the quality of the source. My trust is not for sale. You need to earn it.
9. Dazzle me gradually: tell me what you can’t do, and I might believe you when you tell me what you can do.
10. In case you still don’t “get it,” I don’t trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated. If you want to change how I buy, first change how you market. The Marketing Experiments Creed (A Response) ARTICLE ONE
We believe that people buy from people, that people don’t buy from companies, from
stores, or from websites; people buy from people. Marketing is not about programs; it
is about relationships. ARTICLE TWO
We believe that brand is just reputation; marketing is just conversation, and buying is
an act of trust. Trust is earned with two elements: 1) integrity and 2) effectiveness.
Both demand that you put the interest of the customer first. ARTICLE THREE
We believe that testing trumps speculation and that clarity trumps persuasion. Marketers need to base their decisions on honest data, and customers need to base their decisions on honest claims.