Patton Oswalt, the famous comedian, has a skit where he made fun of movie titles he thought were lame like “Something’s Gotta Give” or “Audacity” because they don’t tell you what the movie is about.
He then talked about the move Texas Chainsaw Massacre and he explained how as you hear each word, an image is forming in your mid. “Texas….Chainsaw…Massacre…. sounds like a great movie! I want to go! You can see the movie in your head, for free! ”
How does that compare to the messages that we marketers sometimes create? let’s look at some examples:
Take a look at this copy from a Toyota print ad ‘A quantum leap in interior refinement, and the uncompromising new shape of things to come from Toyota’. A lot of words, very little meaning. I can’t see a movie, or even a picture in my head.
Or this email I recently received from Dell – the headlined read “Get end-to-end solutions that go beyond making ends meet”. Can you guess what they are talking about? The message showed a banner that read: ‘Enjoy free shipping and easy returns on Dell.com’. Then a headline promised ‘Turn big ideas into cash big flow’ .Now I was seriously confused. What movie is in your head? it went on: ‘One Place. Countless ways to better manage your business’ finances.’. Do you have a clue what is Dell trying to tell me in this email?
Patton Oswalt, the famous comedian, has a skit where he made fun of movie titles he thought were lame like "Something's...