"Your emails and website provide the common sense that we often leave at the door to the office."
David Jones Senior Practice Leader Kaiser Permanente
"I often change small things across many pages as MarketingExperiments gets me thinking about how to increase the straighforwardness of my pages for the visitor."
Amanda Schaner Marketing Coordinator Home Science Tools
"The live web clinics are very humbling. I think we're doing a pretty good job. But every time I attend, I realize we could do things much better for our clients. I consider MarketingExperiments my encyclopedia, and parrot the principles I learn every chance I get."
Troy O'Bryan Co-Founder and Chief Response Officer Response Capture, Inc
I am not a target; I am a person: Don't market to me, communicate with me.
Don't wear out my name, and don't call me "friend," until we know each other.
When you say "sell," I hear "hype." Clarity trumps persuasion. Don't sell; say.
I don't buy from companies; I buy from people. And here's a clue: I dislike companies for the same reason I dislike people. Stop bragging. It's disgusting.
And why is your marketing "voice" different from your real "voice"? The people I trust don't patronize me.
In all cases, where the quality of the information is debatable, I will always resort to the quality of the source. My trust is not for sale. You need to earn it.
Dazzle me gradually: Tell me what you can't do, and I might believe you when you tell me what you can do.
In case you still don't "get it," I don't trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated. If you want to change how I buy, first change how you market.
The MarketingExperimentsí Creed (A Response)
ARTICLE ONE: We believe that people buy from people, that people don't buy from companies, from stores, or from Web sites; people buy from people. Marketing is not about programs; it is about relationships.
ARTICLE TWO: We believe that brand is just reputation; marketing is just conversation, and buying is an act of trust. Trust is earned with two elements: 1) integrity and 2) effectiveness. Both demand that you put the interest of the customer first.
ARTICLE THREE: We believe that testing trumps speculation and that clarity trumps persuasion. Marketers need to base their decisions on honest data, and customers need to base their decisions on honest claims.
For more specific help with your messaging and campaign effectiveness, you may want to visit MECLABS.com/UF.