October 2008 Vol. 3, Issue 10

 
Talk to us!
At Adams Jette, we never run short of ideas—there is always a new marketing topic to write about. But that doesn't mean we aren't open to suggestion. If you have any marketing challenges you would like to see addressed, call or write anytime!

Adams Jette Marketing
+ Communications

100 Argyle Avenue
Suite 202
Ottawa, ON  K2P 1B6

Tel: 613.235.5445
Fax: 613.235.5514
[email protected]
www.adamsjette.com

 
Are your claims credible?
junk science [A monthly article written to help you get more people to buy—or buy in.]

Closely related to reputation, credibility is at the heart of business success. As well as a great product or service, you have to be credible. So when you say "money-back guarantee" or "we have the best customer service," you will be believed.

This issue came to mind when I received a newsletter from a potential supplier recently. It contained a statistic that I made me stop and wonder.

The newsletter stated—with some authority, I might add—that "the 40/40/20 rule of direct-response marketing says that the success of a campaign is based 40 percent on targeting the right audience, 40 percent on the offer you make, and 20 percent on your creative execution."

On the surface, that sounds reasonable, but being a writer of direct response marketing, I was surprised that I had never heard of this "rule."

I queried the author who told me that many years ago, a fellow named Ed Mayer came up with it. She called Mr. Mayer a "leading authority."

As it turns out, his 40/40/20 "rule" was actually a theory. In other words, he thought it to be true but had no hard facts or research to back it up.

So, in fact, there is no such "rule," despite what the supplier stated in her newsletter.

Another example: A book on marketing recently stated that a customer will tell friends and family about a bad experience at least 15 times. It also stated that it's fives time more expensive to find a new client than it is to keep one.

Again, these likely have some truth in them. However, when the author was queried, she stated, "I've seen/heard/read these two nuggets more times than I can count. I consider them to be akin to the tablets Moses brought down the mountain. I have accepted them as legitimate and have adopted them as truth."

Many people believe in urban myths, too. It doesn't make them true.

So, what's the big deal? Well, it's discomforting to know that she depends on that kind of junk science to make business decisions or recommendations to clients.

Now I find myself questioning everything she says because her credibility—and her reputation—is now suspect. Worse? It may have cost her a potential client.

Does your marketing material contain junk science?


FEATURED CLIENT:
Cuisine & Passion
C&P logo After two decades as the Executive Chef at Four Seasons Hotels all over the world—including Australia, Bali and the Caribbean—Marc Miron and his family have returned to share their passion for food with the people of the National Capital Region.

During the day, Chef Marc and his wife Chantal Gagné—a world-class chef in her own right—offer fresh and frozen gourmet entr�es as well as a line of their own sauces, dressings, jams, jellies and dips. At night, the couple turn their commercial-grade kitchen into a classroom for up to eight guests at a time. Over three hours, guests prepare and eat a three-course dinner, complete with dessert. Great for team-building or just a night out with friends.

Drop in to see chefs Marc and Chantal at 2297 St. Joseph Blvd. in Orl�ans or give them a call at 613-845-1090 to book a class.

What our clients are saying...
IPI logo



"They were not afraid to challenge us or make us think about issues that had an impact on our message. At the same time, they gave us options that helped us move forward.

"The writing was strong, positive and benefit-driven. Our expectations were high, their delivery was higher."

Michael Feinson
Innovation Partners International

QuikTip
tables, charts, exhibits — When you use and name these little gems, remember that a table is an expression of information in tabular form, a chart is a graphic interpretation of data and an exhibit is a graphic illustration of a concept (or just about anything else that isn't a table or chart).