If your Black Friday product pages have jargon (black highlight) and features without benefits (red text) no one is going to buy what you’re selling:
If your Black Friday product pages have jargon (black highlight) and features without benefits (red text) no one is going to buy what you’re selling:
Neuromarketing is powerful, which is why us marketers need to be on the right side of ethics.
It's one thing to create a strategy to slow down distracted users. It's quite another to use tactics to manipulate.
Seen the Netflix documentary Fyre Festival? That's an example of unethical marketing.
Let's use marketing for good.
Comments 2
Author
Hi Rishi. I’ve seen these sort of product descriptions on many sites, and I think the main issue is this: businesses believe technical jargon is a great way to drive credibility. This is partly true, but in many cases (such as this one) I think there is a fine line between coming across as too technical and not seeming credible at all. The example you pointed out is walking much more on the “too technical” side of the line. The product description would be more successful if it kept the technical jargon while also explaining what that jargon meant in relation to the shopper’s wants and needs.
Author
I agree. Jargon adds credibility. But like you said, more context would make the technical detail even more compelling.