The Marketing Word | Differentiation Marketing

Finding Balance

I have been working on web copy for a client who is a fairly new real estate investor.  His goal is to wholesale houses, helping people in foreclosure, work short sales and maybe doing some rehabs. 

I sent him the first draft of the website copy.  Now my goal, when I write branding site copy, is to put the person or company in the best light possible.  I want visitors to get a feel for the person, get comfortable and have confidence in their abilities.  In other words, I have been known to lay it on thick. 

I was so pleased to get an email back that said something to the effect of "I like it, but I'm not sure I am able to do all those things."  (Which ones?  Leap tall buildings in a single bound?  Slay foreclosure dragons?)  I had to laugh.  Most people have no problem stretching the truth a bit when it comes to advertising or marketing.  After all, "Everyone does it."  It is one of the points I ponder on a daily basis.  How far should you go to put yourself in a good light?  How much truth should be revealed?  And if you are competing against people who are flat out lying, what do you do?  How do you fight it?

I have said before that I think the average consumer is tired of the hype, tired of being promised the world.  They are looking for people who are real, who are sincere, who are trying their best to do what they say they will do.  I think my new client is going to do just fine in this new economic environment.  Cheers to him.  And to all of you out there who are struggling to bring integrity back to marketing.

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2 comments

  • Tara Jacobsen · 04/23/2010 at 11:55 am

    That is called puffery! Did you see how Domino’s was calling out Papa John’s for puffery?!??! It was lame and I am not sure how effective to quote obscure legal jargon that only me and the lawyers get..:)

    http://www.concurringopinions.com/archives/2010/02/more-on-pizza-and-puffery.html

  • Admin comment by barbarag · 04/24/2010 at 3:18 pm

    Puffery indeed! I got so tired of people puffing after repaired values at real estate meetings, in their wholesaling emails and on forums. I finally called a guy out on it in a forum. I am just tired of my people getting ripped off by people who puff or as we called it in a more innocent day “lie”.

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