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@jasontoon The Visible Word Building Trust With Transparency Jason Toon Toon & Friends May 8, 2014
| Date post: | 13-Apr-2017 |
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Marketing |
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@jasontoon
The Visible WordBuilding Trust With Transparency
Jason ToonToon & Friends
May 8, 2014
@jasontoon
Who Does This “Jason Toon” Think He Is?
• Head writer, etc. at Woot, 2005-2013• Guided brand voice from nimble little
startup to lumbering, gargantuan subsidiary of Amazon
• Now freelance consultant and copywriter as Toon & Friends
• Also written for Pitchfork, VICE, Gizmodo, and a bunch of those free weeklies with the weed and prostitution ads in the back
Gizmodo reviews the Torpedo Projector, 11/28/07
• “The World’s Crappiest Projector”
• “…contrast ratio? Well, there wasn't any.”
• “…the FBI warning at the beginning of the DVD was not legible at all. It looked like hieroglyphics.”
• “…as pixelated as any video could ever possibly be…”
• “…even smelled bad, like mildew, and made way more noise than we could bear…”
@jasontoon
Woot sellsthe Torpedo Projector, 4/26/09
@jasontoon
Woot sellsthe Torpedo Projector, 4/26/09
Total one-day sales:814 units
Total one-day revenue:$48,831
@jasontoon
Woot launches anaffiliate program, 2011
• Messaging needs:
–Manage expectations for our customers unfamiliar with affiliate marketing
–Discourage participants who are more likely to cannibalize existing Woot customers
@jasontoon
Woot launches anaffiliate program, 2011
@jasontoon
Woot launches anaffiliate program, 2011
@jasontoon
Woot launches anaffiliate program, 2011
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The Case of theBursting Sausage Casings
@jasontoon
The “Blemishing Effect”
@jasontoon
Small doses of mildly negative information may strengthen a consumer’s positive impression of a product or service, especially when:•The consumer already has some positive feelings about the product or service•Is less focused on making this particular buying decision, as with “most online ads, for example”
("When Blemishing Leads to Blossoming: The Positive Effect of Negative Information," Danit Ein-Gar, Baba Shiv, Zakary Tormala; Journal of Consumer Research 38 (5), 2012. More information at http://stanford.io/mivqzm)
Don’t Try to Pull a Fast One
@jasontoon
• Fast disclaimers in broadcast ads make consumers think the advertiser is hiding something
• And diminish purchase intent
• Unless the brand is one the consumer already trusts
(“On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust and Purchase Intention” Kenneth C. Herbst, Eli J. Finkel, David Allan, Gráinne M. Fitzsimons.; Journal of Consumer Research 38 (5), 2012. Full paper at http://bit.ly/19R6d4E)
Don’t Try to Pull a Fast One
@jasontoon
4 Questions to AskAbout Your Communications
@jasontoon
1. Am I revealing or obscuring?
1. Am I anticipating or reacting?
2. Am I using expressive language, or stock phrases?
1. Am I establishing my expertise, or abdicating it?
