The Secret to Marketing

15 replies
Not to give anything away, but the silence at the end is deafening.

#marketing #secret
  • Profile picture of the author Claude Whitacre
    I hope there isn't a human being that sees this that thinks that this is really a talk by a woman in advertising, talking about how marketing works.

    If they do, they're a fool.

    It's a staged (even the audience is made up of actors) presentation for the purpose of showing animal cruelty.

    The woman isn't in advertising.

    The video angers me, not because of its message, which I agree with...but because there are actually people that will watch this and think they have seen a talk by an advertising executive.

    Humans.
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  • thanks for the share.

    wow. the ending is terrific.

    I love when someone gets real. so what if it's staged...
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    • Profile picture of the author Claude Whitacre
      Originally Posted by kirbymarketingconcierge View Post

      thanks for the share.

      wow. the ending is terrific.

      I love when someone gets real. so what if it's staged...
      But they weren't real. The whole thing wasn't real. That was my point. It was an infomercial, not a talk.

      It may well be effective, I don't know. But selling a great idea, by misrepresenting what you are doing ....is like any advertiser, that takes advantage of the stupidity of their audience.

      The whole production is to make us aware of animal cruelty on farms, and to make it look like everyone in advertising is evil. The speaker made a huge effort to appear insensitive and cruel.

      I have nothing against what they did. It just saddens me that there are people that won't see what this is. In fact, most people won't see the agenda.
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      • caveat emptor.

        let the buyer beware.


        you are right, Claude

        but as Dan Kennedy say's, all marketing is telling the audience, your deficient.

        I like to be the white knight, but the reality is, I have other reasons too.

        I had to stop being angry and sad, it was hurting me too much.
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        • Profile picture of the author jimbo13
          Hang on a tick American people

          She is a reasonably well known English Actress. One of those 'I know her but can't name her types'. She has been in lot's of TV programmes. The most popular soap opera for one.

          So no duping is going on here.

          Kate Miles - IMDb

          It is simply a short piece commissioned by Compassion in Farming high-lighting how we are complicit in how things have turned out by wanting to believe the messages given to us by the food industry.

          And its true.

          The Nazis worked this out.

          Dan
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  • Profile picture of the author bizgrower
    Claude,

    Thanks for reminding me to always dig a little deeper.

    Just curious, did you know about this video before, or dig after the post?

    If I only looked at the video on WF, I would have thought one thing.
    Now, I think a little differently.

    The 'curator' contends Kate Cooper is an actress called Kate Miles:
    No One Applauds This Woman Because They're Too Creeped Out At Themselves To Put Their Hands Together

    Besides catching monsters like child molesters, I can't really make a case for "ethical deception".

    This subject certainly does not need it.

    Dan
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author Claude Whitacre
      Originally Posted by bizgrower View Post

      Claude,

      Thanks for reminding me to always dig a little deeper.

      Just curious, did you know about this video before, or dig after the post?

      Dan
      Dan;
      I never saw it before, and didn't see the Youtube description. The video gave everything away. But, to be fair...I study the person talking, more than what they are saying. I knew after the first image, what she was doing. But I'm an advertising guy, so it was more obvious to me.

      What's even more fascinating is what advertisers actually do to make us think one thing, while they are saying another.
      A classic example is a spaghetti company decided to make "Diet spaghetti". They advertised their box of spaghetti as 30% fewer calories. It was true. How did they accomplish this? They put 30% less spaghetti in the box.

      "Chocolaty" means there is no chocolate in it.
      "Made with 100% pure milk." means that some small portion of what you are buying ...contains milk.
      "Farm Fresh" means that you bought it before the expiration date.
      "No added sugar" means the flavor comes from fat.
      "Low fat" means the flavor comes from sugar.

      There is a diet pill out now, that is advertised on the radio and TV. It says things like "Pounds in days" and "A full supply". I've listened to the ad dozens of times. It's perfect. It gives the impression of a powerful wonder drug, that is hard to get. But it makes no promises at all. A perfect job of copywriting.
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      • Profile picture of the author bizgrower
        Originally Posted by Claude Whitacre View Post

        Dan;
        I never saw it before, and didn't see the Youtube description. The video gave everything away. But, to be fair...I study the person talking, more than what they are saying. I knew after the first image, what she was doing. But I'm an advertising guy, so it was more obvious to me.
        What's even more fascinating is what advertisers actually do to make us think one thing, while they are saying another.
        A classic example is a spaghetti company decided to make "Diet spaghetti". They advertised their box of spaghetti as 30% fewer calories. It was true. How did they accomplish this? They put 30% less spaghetti in the box.

        "Chocolaty" means there is no chocolate in it.
        "Made with 100% pure milk." means that some small portion of what you are buying ...contains milk.
        "Farm Fresh" means that you bought it before the expiration date.
        "No added sugar" means the flavor comes from fat.
        "Low fat" means the flavor comes from sugar.

        There is a diet pill out now, that is advertised on the radio and TV. It says things like "Pounds in days" and "A full supply". I've listened to the ad dozens of times. It's perfect. It gives the impression of a powerful wonder drug, that is hard to get. But it makes no promises at all. A perfect job of copywriting
        .
        I suppose it's like mastering body language, but it's still astoundingly astute that you could pick it up.

        I think that diet pill ad also says something like "If you lose too much weight, cut your dose half." LOL. Clever.
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        "If you think you're the smartest person in the room, then you're probably in the wrong room."

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        • Profile picture of the author savidge4
          First of all Claude I do apologize to you for getting you all worked up so early in the day. was not my intent for sure. I actually thought more than twice posting it here... BUT, as I watched this with my wife yesterday, I knew like yourself pretty fast, it was a set up. My wife on the other hand, it took some convincing. I had to look up the actress and show her, for what she is.

          What I found interesting, was the 3 steps, and the last being "You". Again aside from the overall message of the piece, I think it drives home the job of us marketers.

          #1 everyone believes what's on the label
          #2 focus on progress
          #3 is you ( willful ignorance )

          I think #1 kind of goes without saying, everyone believes everything they read... Yes, I know don't believe everything you read on the internet. BUT again, if it is designed well enough, looks legitimate, any message we provide is usually taken at face value.

          #2 Focus on progress. Some examples that you all might know "Moving at the speed of life" or "Bringing things to life" "where do you want to go today" "We’re moving beyond documents" Progress, moving forward, this is a very powerful position in marketing. Getting from point A to point B “When it absolutely, positively has to be there overnight.” if nothing else you have to remember to "Play. Laugh. Grow."

          #3 is the element that separates success from hitting it out of the park. Success in marketing is good, don't get me wrong, but hitting it out of the park, is that campaign we all strive for. I don't think many of us will ever hit that long shot, but I personally know I STRIVE for this. to bring this to 1 project or 1 client in my life is seriously what keeps me going, it is my motivation. And it all comes down to hitting that point of ignorance in the target audience.

          What amazes me about this video above and beyond all else, is they with intention hit that long shot... they KNEW how to get there and did just that... it was mind blowing for me. In my mind they made it look so easy. but then again the subject matter obviously helped in the delivery.
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          Success is an ACT not an idea
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        • Profile picture of the author DABK
          Viagra ads do something like that with: If you get an erection that lasts more than 4 hours go to the doctor.

          Very good way of saying, This shit works, without saying it.

          Originally Posted by bizgrower View Post

          I suppose it's like mastering body language, but it's still astoundingly astute that you could pick it up.

          I think that diet pill ad also says something like "If you lose too much weight, cut your dose half." LOL. Clever.
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      • Profile picture of the author jimbo13
        Originally Posted by Claude Whitacre View Post

        There is a diet pill out now, that is advertised on the radio and TV. It says things like "Pounds in days" and "A full supply". I've listened to the ad dozens of times. It's perfect. It gives the impression of a powerful wonder drug, that is hard to get.
        It's never an apple is it? Always a berry half way up The Eiger.

        In the UK gyms and diets always advertise that you will lose pounds immediately with a straight face simply because our unit of currency is the £pound. The faster you join, the faster you lose is the mantra.

        Dan
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      • Profile picture of the author socialentry
        Originally Posted by Claude Whitacre View Post

        Dan;
        I never saw it before, and didn't see the Youtube description. The video gave everything away. But, to be fair...I study the person talking, more than what they are saying. I knew after the first image, what she was doing. But I'm an advertising guy, so it was more obvious to me.
        Could you please break it down or expand on your thought?

        I didn't watch it until after having read the discussion, but I think I would have been able to guess but more by context and the audience then by body language and certainly not by the time of the slice of bread .
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        • Profile picture of the author Claude Whitacre
          Originally Posted by socialentry View Post

          Could you please break it down or expand on your thought?

          I didn't watch it until after having read the discussion, but I think I would have been able to guess but more by context and the audience then by body language and certainly not by the time of the slice of bread .
          First; What she said, the first thing "How we make you buy, what we want you to buy". An advertising person would never say that. My thought, ten seconds in was "what an incompetent speaker. She has already antagonized the audience".

          Everything she said, was in the vein of "What evil thing we are doing to you".
          Two minutes and seven seconds in...the first photo of the chicken in restraints...I knew what her agenda was. But maybe ten seconds in, I knew she had an agenda other than talking about advertising and marketing. Also, the audience was all wrong. They were not enthusiastic at all. And I instantly knew that they were either actors, or they were going to be in agreement with the speaker, about the evils of advertising. Finding out that this was about evil treatment of animals, didn't happen until the first photo of the chicken.

          But about what you were asking? She wasn't in selling mode. She was in "attack" mode..."I'm going to expose this evil" mode. It was obvious by her tone of voice. A few seconds in, I knew she wasn't there to teach, she was there to accuse.

          And the shots of the audience were scripted. At first, a couple of mild laughs (to give the impression that this is real), and then the negative looks from the audience. Why would the film maker use those shots? To support the idea that this entire industry was evil, and reviled.

          I will say this though... she was a good enough actress that I couldn't tell if she believed what she was saying. I could only tell that she wasn't from an advertising agency, or working for a food company. That became obvious from her first words, and her hard attitude.

          I know I've hammered this to death, but I'm really a psychopath. That isn't a joke. I don't feel empathy. So, I have to study what emotions look like. I can understand them clinically, but not viscerally. So I'm not emotionally engaged in what is being said. It's the emotional engagement that tricks the mind, and causes us to accept what she said...because she hasn't broken rapport with us.

          Well, I don't feel rapport. I don't get engaged emotionally. So the agenda of her actions and language become very obvious.
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          • Profile picture of the author sandalwood
            Originally Posted by Claude Whitacre View Post

            It's the emotional engagement that tricks the mind, and causes us to accept what she said...because she hasn't broken rapport with us.
            Claude, whether you know it or not, you just revealed the core factor of propaganda. Propaganda, all of it, forces an emotional engagement. Otherwise it wouldn't work. Period.

            I won't bother to do a one sided debate on propaganda, I'll let the reader do that.

            To the poster who said the Nazis did that, or words to that effect, please look up our (the U.S.) propaganda ministry created during WW I. You'll be jolted out of your seat to read what we created.

            And, no, I haven't watched the video. Don't care to as the posters certainly have detailed it quite effectively.

            Happy New Year!
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  • Profile picture of the author Ricardo Furtado
    Thnx for sharing.
    Regards
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    Ricardo Furtado

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