Horrific Marketingspeak #992
Ian Lurie Sep 19 2007
Someone actually said this to me today. Actually, they said it to my voicemail, which is even more amazing:
“Our network is a best-of-breed digital advertising system with direct access to your best customers through behavioral profiling and demographic targeting.”
Wow. I think they were trying to say:
“Please call me back and spend your clients’ money with us. We will help you put ads where they’ll work best.”
But instead came out more like this:
“Babble babble advertising blah blah blah behavioral bleah bleah demographics blah blah.”
A quick hint for anyone selling advertising, especially if you’re pitching it to agencies: We want to know 3 things:
- What will it cost.
- Where can you place our ads. Don’t tell me â€œgreat placesâ€. I need to know where.
- How will I be able to measure it.
Otherwise, please, don’t waste my time. It’s better spent doing stuff like, I dunno, counting ceiling tiles, or watching the squirrels outside my window.
Brooks should babble. Salespeople should not.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More