“A backlash is coming against marketers who demand copywriters paint vivid pictures of bliss filled, green pastures of gain against horizons of unending wants… but who in the end deliver up plain old dirt.”
I’ve got to get this off my chest.
Here’s something that has been on my mind for a while now. I’ve been reluctant to post it because, well, it paints me and my entire peer group in a bad light.
The thing is, we copywriters are called upon everyday to uncover latent desires, to create new desires, to articulate blissful green pastures of gain upon the horizons of want. Who are we targeting? The earth’s billions of unhappy unfulfilled guilt-laden greedy lustful prideful selfish lazy consumers — in b2b and b2c markets.
How do we do this? By promising the sun, the moon, and the stars. What is often delivered?
Plain old dirt.
Millions of consumers feel jaded. Have become overly sensitive. Skeptical. All because of marketers constantly overpromising and under-delivering in this way.
Whose Fault Is It?
The consumer is not to blame though. At least not directly. Consumers demand marketers do what consumers want and expect — promise to do the impossible, fulfill their every want. Lie to them.
Sadly, marketers are only too willing to do so — for a profit.
Despite consumers bearing responsibility for pushing marketers to chase after consumers who are feverishly waving fists full of dollars to attract cash-starved marketers, in the end advertisers and copywriters are to blame for consumer skepticism. Here’s why.
When a person is promised that they will gain more happiness and satisfaction in life by buying some new fangled bobble, both the copywriter and the advertiser are lying. Yes, you heard me right. If that was not clear let me spell it out for you…
This is because buying more and more crap does not lead to more and more happiness. It never has. And never will.
Soon as an object is obtained, soon as the chase is over, a big letdown sinks in. No Utopia. No doves floating in from parting clouds. No nothing. Just one more rust-attracting, erosion-ready, depreciating, maintenance-required thing added to the list of acquired goods. Now to move on to something else to chase after in an attempt to fulfill yet another unhappy unfulfilled guilt-laden greedy lustful prideful selfish lazy desire.
Truth In Advertising — Demanded!
One of my favorite movies that fully discloses truth in advertising in this respect is, The Greatest Movie Ever Sold. Despite its high Amazon reviews, the movie is highly underrated among the rest of the planet. Almost no one I know has watched this movie. Watch it. Especially if you have anything to do with sales or marketing.
Here’s why the movie is important. In one segment of the movie a psychologist openly admits that acquiring things never leads to true happiness –despite what marketers promise. His thoughts are not new. Over 2,000 years ago an even wiser man was reported to say, “…even when a person has an abundance his life does not result from the things he possesses.”
Andre strives to help marketers discover the near-immediate impact of honest ethical marketing practices. He has advised hundreds of business owners on how to keep their dignity as they implement direct response marketing methods that work. Andre is one of only a handful of remaining professionals who can boast having become an online marketer a decade before the World Wide Web came into existence. And as a serial entrepreneur Andre launched his first direct mail business around the age of 12-years old. He has been building and advising ever since.