These can come in handy when wading through large amounts of "puffery"
You think you are awesome. And god bless you for it.
After all — if you don’t toot your horn, who will? Right?
You do need to toot your own horn — but here is a news flash for you – If that’s all you’ve got — we aren’t buying it.
Today, puffery alone is not sufficient to win the sale. That’s right, I said puffery. Otherwise known as rhetoric, hyperbole and just plain old B.S.
“We have the highest trained technicians.”
“We have the highest quality products.”
“We are the most experienced service provider.”
I think we all know that all of the above is just talk — where is the proof?
If the only evidence that you are worth a darn is you saying you are a worth a darn — you are in trouble. And by trouble I mean — no sale.
How To Use Content Marketing To Win Sales
Let’s look at some real examples of “PUFFERY” in the wild.
In each of the examples below I have a screenshot of a website that is making claims —- followed by examples of content that could should be used to PROVE what is being said.
Look at this CPA firm that is claiming to be “business minded professionals” and “experts in their field.”
This is puffery. Rhetoric. It might even be flat-out BS. These guys could be fresh off the turnip truck for all we know.
But if I arrive on their website and find the following bits of content available to me, I will deduce that they are indeed experts:
- A video entitled “How To Use Quickbooks Software To Schedule and Email Reports”
- A series of articles entitled “The Ins And Outs of the 2011 Tax Code”
- A white paper entitled “12 Pieces of Critical Info The Tax Man Doesn’t Want You To Have”
Assuming this CPA firm does a professional job putting these resources together for the website, I will now think of them as “experts” and “entrepreneur minded” —- the content did the talking for them.
This project management firm claims to “manage risk” and have “knowledge of specific markets” — they say they “get my priorities.” Anyone can SAY that.
If I saw content like the following I would believe them, otherwise it’s just TALK:
- A Free Report entitled “Managing Risk: Lessons Learned From 7 Failed Projects”
- An audio blog post discussing “9 Success Factors To Consider When Launching A Product To The Baby Boomer Market”
- A written article entitled “What Is Keeping You Up At Night About Your Upcoming Project And How To Put Those Worries To Sleep
Why should I think that Zia’s has the experience of being in a friend’s home? Or that they can provide the TRUE taste of Italy? Does the content of their website prove this to me?
Here are some examples of content that could appear on their website that would back up their claims:
- A video of one of the chef’s entitled “5 Herbs You Will Find In Every True Italian Kitchen”
- A series of articles entitled “The Core Of Italian Cuisine: Italian Cooking 101″
- A series of images entitled “Italian Wine Pairings: The Perfect Meal Deserves The Perfect Drink”
Ok, your turn — read the “PUFFERY” on this last site — give me some examples of content that could be created that would support the claims they are making on their website in the comments below.
What questions do you have about using content marketing to make sales?
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{ 16 comments… read them below or add one }
Here are 3 content examples to support the claims on Capella Coffee’s website.
1) Video entitled “Three Step Process” – First, a scene of selecting coffee beans in South America; Second, roasting the coffee beans; Third, sealing and packaging in ZipLoc.
2) An article “Not all Cofee Beans are the Same”
3) A series of photos to compare images of the delicate, light coffee beans selected NEXT to the oily, dark beans.
Russ – your website is terrific. Judy
@Judy Lewin —
For content piece #1 — as long as these pieces of video are of an educational nature — such as “this is the reason we selected this bean over another bean” and “these are the best practices of roasting beans” —- I think this is perfect.
However, if the video is simply a series of clips (kind of like a traditional commercial) — very few people will find this useful — it will not work well for a content marketing strategy.
I love content piece #2 — this sounds like a perfect Content Marketing article.
#3 is the same as #1 — if it is just a traditional marketing “Our Beans” and “Their Beans” type image — it is not a good content marketing piece. If, however, the image is coupled with an educational/informative piece of content as to “why light coffee beans are better than oily, dark beans” — then we have a winner.
Thanks for the comment Judy! And thanks for the compliments on my site!
Yes, this is so true! It goes right back to your basic writing skills 101: Show, don’t tell. But like so many other good writing techniques, it takes practice and a good eye to spot and eliminate puffery. Your great examples make it much easier!
I love seeing how fundamental truths of good communication keep getting reinterpreted and rediscovered!
- Kathy
@Kathy — thanks Kathy! It is surely a fundamental truth of communication.
It looks like Zia’s On The Hill needs a copywriter with more “experiance”… ; )
@Ben — isn’t that hilarious… not once but twice spelled incorrectly.
Terrific reminder, Russ. As an SEO guy I tend to think my clients have the best, most awesomest product available, and those thoughts often seep into my meta descriptions and copy. This is why we hire copywriters to do these things.
I’ve also often wondered about these places that claim to have the “world’s best pickle (or whatever)”. Who’s to say they do or don’t? Is there a committee that compared all the pickles around the world? I think not. In my mind, statements like that have become cliche and we need to avoid them at all costs.
Either that, or they should hire you to help them prove the awesomeness of their pickles.
@St Louis SEO — We make these claims all of the time in our marketing and that is OK — but you better back that statement up with a damn good pickle.
So, for instance, if you claim to be the best link-builder on earth and would like people to believe it — you better back that up with content that demonstrates your expertise.
For all of those reading this blog post — Will Hanke (St Louis SEO) does a great job of demonstrating his expertise through his content on his blog.
Hi Russ,
Thanks for sharing these examples, all represent awesome use of copy and are extremely different from the normally awful business writing.
It’s important to understand that I am not saying that you cannot “toot your own horn.” You should absolutely “toot your own horn” once in a while. However, if you are saying something about yourself that is not backed up by any visible evidence — we don’t believe you. I am making the argument that most of the claims that you make about your business could be backed up by your web content.
Good info. Now will re-examine my marketing approach.
Thank you for the info
take care
Johnny
@Johnny — Thanks stopping by Johnny! Let me know if there is anything I can do to help you.
Hey Russ, good article!
how about:
“Interview with a coffee roaster”
“Roasting FAQs and Tip Sheets”
“Brewing FAQs”
Plus, use client testimonials for credibility.
I’m feeling puffery
@peggy nehmen — you have definitely got it Peggy! Those titles sound like great topics for a content marketing strategy.
“Content that demonstrates your expertise” …(from a reply above)
And there you have it…nailed it Russ.
@Bill Hughes — Thanks for stopping by Bill!
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