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Don't Market to Ignorance!

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Dont Market to Ignorance

“Plop, Plop, Fizz, Fizz, I don’t know what’s in it?”

' />Just 2 minutes ago I heard a radio commercial from Alka Seltzer. They put their whole radio ad message into a jingle (clever…) with the line “Plop, Plop, Fizz, Fizz, I don’t know what’s in it”. <br /> <br /> They are betting on my ignorance to sell their product, and that does not make a customer out of me. They want me to use it without even knowing or caring what is in it.</p> <p>This is 2007, not 1907. Back then you didn’t have ready access to all the information you wanted even if you wanted it. <br /> <br /> Big difference, no Internet (and obviously no Google et al.). <br /> <br /> Today’s average person is information-oriented. They aren’t going to just go on the advice of some celebrity spokesperson (okay, some people still do). The customers that I want to serve love information and want to know as much as they can before making a decision.</p> <p>I’m building a new house right now. I feel bad for my sales rep and the builder because I am so information and detail-oriented. <br /> <br /> Sure you can offer me a water softener, but I want brand, price, any other options, and contact information for the installer. <br /> <br /> I don’t want to just look at the fireplaces I can install, I want to know what company makes them, what kind of finishes are available, what else can I customize, and I want to know who the vendor is.</p> <p>Give them information, they want it and will ask for it, now just give it to them. <br /> <br /> Case in point. We run <a href=

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