Tripping over your marketing message


I heard a radio ad for a company selling gold. It offers a free guide to gold investing as a lead magnet.


The spot ends with the tag line: “We promise to add massive value before asking for your business.”

What do you think about that proposition?

I’ll tell you what I think. I think it sounds weird. And gimmicky.

Don’t promise to add value, just do it.

When you say that’s what you’re going to do, you sound like you’re saying something a consultant or copywriter advised you to say, to build trust.

But it doesn’t build trust. Just the opposite. It sounds like you’re trying too hard, suggesting that you have something to hide (even if you don’t).

Tell me about this “value” you’re promising. Tell me about the guide you’re offering. What will I learn? How will I be better off?

That’s what they should talk about.

The word, “massive” doesn’t help. It makes it worse. It calls attention to their offer and not in a good way.

Finally, everyone knows they’re going to ask for their business. They’re not scoring any brownie points by revealing that “secret”.

They tried, but all they’ve done is call attention to their marketing instead of their offer.

True, all of this is in the ear of the beholder. Some may think the ad is okay, or better than okay because it’s different. 

Different is good. Unless it’s not.

Tell prospects how you are different, in a good way

If you like the information on this site, you'll love my free daily newsletter, "The Prosperous Lawyer," Sign up right here and get my free report, "Marketing for Lawyers Who Hate Marketing: How to Build a Successful Law Practice Without Networking, Blogging, Facebook or Twitter"