Don't beat around the bush

June 15, 2009

Marketing spin doesn't have to sugarcoat the truth, even though it often does. At its core, marketing is an attempt to connect a person with something that person wants. Nothing more. Very simple. When we sugarcoat, beat around the bush and spin, we dilute our message and try to connect a person with something that person might or might not want. Thus, our marketing is less efficient and effective. Life insurance ads always sugarcoat the product. They say things like “future,” “inevitable,” “protect your assets,” “safeguard your family,” and other generalized terms that could apply to any number of products and appeal to any number of emotions and motives. To me, the most effective life insurance ad would read something like:

When you die...

... the cost to bury you will exceed $10,000

... for just $49 a month, your family won't have to pay a dime (plus, they'll get $100,000 to support them through their grief)

A true provider makes sure his family can survive without him

Call CBG Insurance at 555-555-5555 for details

This ad is stark, bold and to the point. Some might even find it humorous, but the message is clear. When I'm shopping for life insurance, what I really want is to make sure my funeral is covered and my family doesn't have to struggle. This ad hits the spot. Great marketing doesn't mean you have to beat around the bush. Instead, it gets right to the point.

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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