The marketing pitch cookie

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The marketing pitch cookie

Have you ever heard of the fortune cookie joke where you add “… in bed” to every fortune?

For example, these standard-issue fortunes become much funnier:

“You are talented in many ways.”
“Any rough times are behind you.”
“Decide what you want and go for it.”
“Many a false step is made by standing still.”

Try applying this – silly as it is – to your marketing copy. For example, try “… in bed” with these well-known marketing slogans:

“Simply the best.” (Toyota)
“Can’t beat the real thing.” (Coca Cola)
“Thousands of possibilities. Get yours.” (Best Buy)
“Just do it.” (Nike)

If you don’t have billions of dollars to expend on an advertising blitz to back up a meaningless marketing slogan, chances are it will fail to be memorable or move the needle at all.

If your marketing slogan just gets confusing or makes no sense with “… in bed” appended, you’re on the right track. If, on the other hand, it’s downright funny, then your marketing copy is far too vague and unfocused.

Try it and see how it works for you…

… in bed.

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Marketing

Comments

18 responses to “The marketing pitch cookie”

May 19, 2010

Jeremy Meyers

Hmm
“A place for friends…in bed”
“Discover what’s happening right now, anywhere in the world…in bed”
“Driving email marketing performance…in bed”

yeah i guess it does work.

“Awaken your superhero…in bed”

hee

Reply
May 20, 2010

Jamie Favreau

I love this… It is simple and makes it clear what you have to do. Plus, it is humorous and easy to understand. Quick and to the point!

Reply
May 20, 2010

mitchgallant

I love it! Our tag is… “Shining Brighter…. in bed” Way more impact then the real thing LOL but even better is our slogan…. “It may be a small thing, but then again we don't miss a thing…. in bed”

Reply
May 20, 2010

Jeremy Meyers

Hmm
“A place for friends…in bed”
“Discover what’s happening right now, anywhere in the world…in bed”
“Driving email marketing performance…in bed”

yeah i guess it does work.

“Awaken your superhero…in bed”

hee

Reply
May 20, 2010

Amod Munga (@phr0ggi)

“If your marketing slogan just gets confusing or makes no sense with “… in bed” appended, you’re on the right track. If, on the other hand, it’s downright funny, then your marketing copy is far too vague and unfocused.”

I think “Just Do It…in bed” is pretty damned funny. Does that mean it's vague or unfocused or am I misunderstanding your post? Or maybe I should just lay off the cough syrup?

Reply
May 20, 2010

larrylawfer

I adopted my slogan, “It's all about you” back when YourStorys struggled with clients talking about dial up modems and streaming video.

For me, my work and my passion and focus this phrase carries the same emotional impact as Nike's “just do it”. Thanks for the post. Another view might say that people need the message simple. The more clear you can be about the call to action, the easier it is to follow that call.

Reply
May 20, 2010

Jeremy Meyers

“It's all about you in bed” sounds like a completely different story site.

Reply
May 20, 2010

Amy Garland

Glad to see DJ & I are making the wheels turn in your mind, Mr. Penn! New BSF slogans?

“We deliver.”
“Reach thousands of people with minimal effort.”
“We make it easy, so you can be successful.”

Amy Garland
Blue Sky Factory

Reply
May 20, 2010

Jamie Favreau

I love this… It is simple and makes it clear what you have to do. Plus, it is humorous and easy to understand. Quick and to the point!

Reply
May 20, 2010

Amod Munga (@phr0ggi)

“If your marketing slogan just gets confusing or makes no sense with “… in bed” appended, you’re on the right track. If, on the other hand, it’s downright funny, then your marketing copy is far too vague and unfocused.”

I think “Just Do It…in bed” is pretty damned funny. Does that mean it's vague or unfocused or am I misunderstanding your post? Or maybe I should just lay off the cough syrup?

Reply
May 20, 2010

larrylawfer

I adopted my slogan, “It's all about you” back when YourStorys struggled with clients talking about dial up modems and streaming video.

For me, my work and my passion and focus this phrase carries the same emotional impact as Nike's “just do it”. Thanks for the post. Another view might say that people need the message simple. The more clear you can be about the call to action, the easier it is to follow that call.

Reply
May 20, 2010

Jeremy Meyers

“It's all about you in bed” sounds like a completely different story site.

Reply
May 20, 2010

Amy Garland

Glad to see DJ & I are making the wheels turn in your mind, Mr. Penn! New BSF slogans?

“We deliver.”
“Reach thousands of people with minimal effort.”
“We make it easy, so you can be successful.”

Amy Garland
Blue Sky Factory

Reply
May 21, 2010

jlbraaten

Big Picture Web. Complex Internet Strategies in Bite-Sized Chunks. In Bed.

Hmmm… not too shabby.

Reply
May 21, 2010

jlbraaten

Big Picture Web. Complex Internet Strategies in Bite-Sized Chunks. In Bed.

Hmmm… not too shabby.

Reply
May 23, 2010

Thu Nguyen

Blogging For … Experience (in bed)

Gosh that's too awkward but it works! 🙂

Reply
May 24, 2010

Thu Nguyen

Blogging For … Experience (in bed)

Gosh that's too awkward but it works! 🙂

Reply
May 24, 2010

Thu Nguyen

Blogging For … Experience (in bed)

Gosh that's too awkward but it works! 🙂

Reply