{"id":9799,"date":"2025-01-09T13:56:45","date_gmt":"2025-01-09T17:56:45","guid":{"rendered":"https:\/\/parmaks.com\/Resources\/the-problem-with-marketing-puffery\/"},"modified":"2025-01-09T13:56:45","modified_gmt":"2025-01-09T17:56:45","slug":"the-problem-with-marketing-puffery","status":"publish","type":"post","link":"http:\/\/parmaks.com\/Resources\/the-problem-with-marketing-puffery\/","title":{"rendered":"The problem with marketing puffery"},"content":{"rendered":"

\"Profit<\/a>
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It costs more than you think.<\/p>\n

Last month, I hit the old stock on the Avery labels in my office cabinet. I had a bunch of things to send out, and off they went. It turns out, who knew, that old labels stop sticking. It\u2019s entirely possible some of my really important packages never got there, but it\u2019s hard to tell. It was certain, though, that the adhesive wasn\u2019t doing its job. <\/p>\n

On the back of the box, it says, in big yellow type: 100% Satisfaction Guaranteed. It goes on to talk about how glad they\u2019d be to replace the product. You\u2019ve already guessed\u2013six emails back and forth and they\u2019re now whining about making a one-time accommodation, but just this one time.<\/p>\n

\u201cHot bread, fresh from the oven, every time\u201d is seductive, but what happens the first time a customer goes out of their way to visit and discovers that this is simply a lie?<\/p>\n

Marketing puffery can have much bigger consequences. When Full Self Driving isn\u2019t actually that, people can die. And every single person who has tried it realizes that it\u2019s not what it says it is. And so we wonder, what else are they lying about?<\/p>\n

If you need to out-hype your competition, it\u2019s a race to the bottom. Someone is always more willing to hype than you are. Ironically, it\u2019s not even the effective sales pitch lazy copywriters think it is.<\/p>\n

Marketing puffery:<\/p>\n