We do marketing every moment, everyday. How many of us have slowed down and evaluate the results of our marketing? Does your marketing qualifies you that coveted position? Does your marketing attracts your loved one? Does your marketing earn profit that you were longing for? My result is NO.
Here I would like to share the reason of my failure of marketing—-I hate adjective, especially for positive adjective.
I am very clumsy to describe everything that I like or I believe. While, i am the one who loves sharing every moment with my friends. Every time, when I found some interesting videos, I share it without saying anything. I will not add any positive adjectives to attract or persuade my friends to watch it. Because I believe, as soon as he/she watches, he/she will get the same feeling with mine. Adjective is useless.
I never judge anything by adjectives, positive or negative. So no matter how fancy advertisements are around me with positive adjectives piled, they never got me a second.
This inevitably led to a funny tragedy to my own marketing of my own sales.
For example, when I started to promote our dye fixing agents, I would rather post comparison lab test results instead of letting adjectives on. I use clean sentences like this”TWG60, 60% concentration, formaldehyde-free reactive and direct dyes fixing agent will improve washing fastness, soaping fastness and perspiration fastness, especially on red color”. While our competitors will say like this” TWG60, highest concentration, formaldehyde-free fixing agent, with outstanding/excellent performance on cotton fabric, will significantly improve various color fastness”. It worked! Customers buy that and believe that. So I learned and updated our TDS of TWG60 and TCO72. My first vision of TCO72 was like this:1. Improves wash fastness and other wet fastness properties of dyeings with direct dyes. 2. With dye-specific shade changes.
Now they are like this: 1. Markedly improves the wash fastness and other wet fastness properties of dyeings with direct dyes. 2. Very slight dye-specific shade changes. Do you think it’s better?
To be continued……
Written by Lynn Tsong.