Comments on: PR in practice: You’re full of it http://www.cramco.com/index.php/2009/08/31/full-of-it/ What's your story and who's telling it? Fri, 18 May 2012 17:29:09 +0000 http://wordpress.org/?v=2.7 hourly 1 By: bobc http://www.cramco.com/index.php/2009/08/31/full-of-it/comment-page-1/#comment-183 bobc Mon, 31 Aug 2009 19:53:38 +0000 http://www.cramco.com/?p=385#comment-183 Good question, Dawn. You need to make the non-hype as compelling or more as the marketing-speak. Try using direct, natural quotes from good customers within your marketing and PR pieces. If salespeople are still not satisfied, you could do some informal testing with clients and potential clients. Put two different pieces in front of them and see what they prefer. It would be hard for salespeople to reject the preferences of clients. Good question, Dawn. You need to make the non-hype as compelling or more as the marketing-speak. Try using direct, natural quotes from good customers within your marketing and PR pieces. If salespeople are still not satisfied, you could do some informal testing with clients and potential clients. Put two different pieces in front of them and see what they prefer. It would be hard for salespeople to reject the preferences of clients.

]]> By: Dawn http://www.cramco.com/index.php/2009/08/31/full-of-it/comment-page-1/#comment-182 Dawn Mon, 31 Aug 2009 19:46:57 +0000 http://www.cramco.com/?p=385#comment-182 It's an interesting challenge. I have had to walk the line between truth and marketing speak before. So how do you say "no, we can't do that" in a way that will make the salesmen happy? It’s an interesting challenge. I have had to walk the line between truth and marketing speak before. So how do you say “no, we can’t do that” in a way that will make the salesmen happy?

]]> By: bobc http://www.cramco.com/index.php/2009/08/31/full-of-it/comment-page-1/#comment-181 bobc Mon, 31 Aug 2009 19:18:47 +0000 http://www.cramco.com/?p=385#comment-181 Hey, Jim -- that's a great idea. Other methods: Donald Duck, Britney Spears, SpongeBob. Bob (not SpongeBob) Hey, Jim — that’s a great idea. Other methods: Donald Duck, Britney Spears, SpongeBob.

Bob (not SpongeBob)

]]> By: Jim Bianchi http://www.cramco.com/index.php/2009/08/31/full-of-it/comment-page-1/#comment-180 Jim Bianchi Mon, 31 Aug 2009 17:24:53 +0000 http://www.cramco.com/?p=385#comment-180 Bob - Interesting! Years ago there was a Wall Street Journal ad that featured a piece of copywriting advice from an heralded ad man. To test ad copy, he suggested reading the text aloud while using your best W.C. Fields impression. If you still found it was credible, it was a keeper. Bob - Interesting! Years ago there was a Wall Street Journal ad that featured a piece of copywriting advice from an heralded ad man. To test ad copy, he suggested reading the text aloud while using your best W.C. Fields impression. If you still found it was credible, it was a keeper.

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