Which Would You Be More Likely to Respond to?
A. 21-Year-Old Models with Perfect Bodies
36-Year-Old Moms with Normal Bodies
by Glenn Shepard
July 19, 2016
Thank you Glenn for the article
“A Thank You Letter to COPs” except for one thing – the
correct title is police officer. Cop is a slang term. To
truly give them the respect they deserve, their correct
title is police officer.
- Joy in Michigan
You’re correct, but COPs was used very
intentionally. A Microsoft study found that the average
human attention span has dropped from 15 seconds in 2000
to 8 seconds in 2015. (By comparison, goldfish have a 9
second attention span).
It’s VERY, VERY, VERY difficult to keep people’s
attention long enough to read an entire article. COPs is
a part of pop culture, in both positive and negative
ways. From the TV show COPS (Bad boys, bad boys. Whatcha
gonna do?) to protestors chanting “What do we want? Dead
cops”, people use the term more than police officer.
We also received complaints that the line “THANK YOU for
catching the child molester who might have raped,
abducted, or murdered my daughter had you not caught
him” was too strong, and that I should have watered it
But we also received thank yous from law
enforcement officers (LEO’s) all over, and have been
asked to publish the letter as a poster to sell on
Amazon, with the profits going to a non-profit
supporting families of fallen officers.
Thanks for your comment. It’s another great example of
how every job is more complicated than it looks from the
- Glenn in Nashville, TN
the red Ask Glenn button to submit a question. You may
remain anonymous if your prefer.
Regardless of whether you’re
trying to sell a product, save lives, get donors, or get people
to join your organization, you need to work 10 times harder at
marketing today than you did just a few years ago, for one
People are BOMBARDED with ads from more places
now than ever.
In addition to “old school” media like
TV, radio, and the Internet, now you get ads in apps, on
Facebook, and sp*m is even being texted to your phone.
your organization isn’t bringing in as much money as you want,
there’s a very high probability you’re not doing a good enough
job of marketing. Here’s a simple litmus test to tell if you
Ask yourself when the last time was that
somebody complained about your marketing.
aren’t complaining about your marketing going “too far”, you’re
not going far enough.
“MUST HAVE FLAWLESS SKIN, NO
TATTOOS OR SCARS”
A few years ago, Dove
soap wanted to feature “normal” women in an ad. The casting call
read “ABSOLUTELY NO ACTRESSES, MODELS OR REALITY SHOW
PARTICIPANTS”, for which they were praised.
But it also
specified flawless skin and no tattoos or scars, for which they
were crucified. People were so outraged that there were calls
for the marketing team behind the ad to be fired.
one was fired, and I suspect a few got promoted because of it.
Because over the last 10 years, this
campaign has increased sales of Dove soap from $2.5 billion to
$4 billion, and it was named the best ad campaign of the century
by Advertising Age magazine.
“BABES EATING BURGERS IN
At the opposite extreme, Carl’s
Jr./Hardee’s uses young, very scantily clad models to sell its
hamburgers. Their CEO Andrew Puzder said that if no one
complains about their ads, he asks his marketing department
“What's wrong?” and tells them to come up with something se*ier
for the next one.
Their “Babes in Bikinis” commercials
began in 2005 with Paris Hilton washing a Bentley while eating a
burger. Others have starred mixed martial artist Ronda Rousey,
supermodel Heidi Klum, actress Hayden Panettiere, model and
actress Kate Upton, and Kim Kardashian (who’s famous for being
famous for no apparent reason).
Last year’s commercial
starring supermodel Charlotte McKinney's pushed it even further,
by leading viewers to believe she was wearing nothing.
Entrepreneur Magazine reported that 52% of people surveyed found
it offensive, but it had 2.5 billion media impressions before it
even ran during the Super Bowl.
“BEGIN WITH THE END IN MIND”
In “The 7 Habits of Highly Effective People” (one of the
best books ever written), Dr. Stephen Covey’s second habit was
“Begin with the End in Mind”. This is critical in marketing.
The goal of marketing is not to offend people. But your goal
also can’t be to not offend anyone. Somewhere in this age of
political correctness, folks forgot that you can’t make all the
people happy all the time. Nobody ever criticizes marketing if
it benefits them.
Dove’s target market is women, and
their studies reveal that only 4% of women see themselves as
beautiful. If the execs behind their “Real Beauty” campaign had
watered it down to avoid offending anyone, they wouldn’t have
seen a $1.5 billion increase in sales.
Jr./Hardee’s target market is 18 – 34 year old males. Under
Andrew Puzder’s aggressive catering to that market niche, the
company has grown to 3,664 locations in 44 states and 38 foreign
P.S. If you want further proof of how true this is, ask yourself
if you remember the ads mentioned in this article.
P.P.S. If you want more proof, look at the title of this
newsletter. People complain that the word “Sissies” is offensive
and want us to change the title. But it will never change,
because even if you don’t read the articles, you remember the
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