Do You Have to BURP the ABC’s?
I was at the book store this weekend and ran across a new book by Mark Hughes called Buzz Marketing.
The first secret uncovered in the book is "pushing the six buttons of buzz:
1. Taboo (sex, lies, bathroom humor)
2. Unusual
3. Outrageous
4. Hilarious
5. Remarkable
6. Secrets (kept and/or revealed)"
It made me think immediately of two things:
1. I once turned down an advertiser when I was the editor of a travel magazine. They wanted to place an ad that read "Shuck me, suck me, eat me raw." They were advertising an oyster eating contest. I thought it would be perceived as offensive and yet according to Hughes book – it is that kind of advertising copy that will hook readers into reading.
2. Are we that lame that we need to be shocked, entertained and thrilled in order to get our attention?
What ever happened to copy that focuses on the reader's needs and talks about benefits to meet those needs? Do we have to burp the alphabet to get your attention?
Please note that the book Buzz Marketing is interesting and has valuable information – I'm not knocking the book. I guess I am just disappointed in the readers of today.
So what do you think? Do you have to resort to sex, lies and bathroom humor to grab the attention of your customer?
Communications | admin | 05 June 2006 |
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By Steve Rucinski, June 5, 2006 @ 12:23 pm
That does seem to be the trend. A friend of mine runs a global business built on building buzz called Buzzoodle, http://www.buzzoodle.com
By Chris Brown, June 6, 2006 @ 4:04 am
One of my clients read this book and took some of the suggestions to heart. It captures the imagination but leaves out all the basics, which is the foundation of pulling together a marketing program. Hughes is not doing anyone a favor.