"Help support Australians doing it tough" is the
reason line behind national pancake day.
I ask the question... what does "support" mean?
I ask the question... what is meant by "doing it tough"?
Support: To maintain (a person, family, establishment, institution, etc.) by supplying with things necessary to existence; provide for. Maintenance, as of person, family, etc., with necessities, means, or funds.
Tough: Difficult to perform, accomplish, or deal with; hard, trying, or troublesome.
So the
reason line could mean: provide with necessities, means, or funds, those people who are trying to get by in life.
Hands up all of you who feel you are also "doing it tough".
WOW. Look at that. Everyone has their hands up. Even Donald Trump and Warren Buffett and Bill Gates.
It makes sense everyone feels they are "doing it tough" because everyone is doing it tough. There are no free rides. Either you work hard physically or mentally. And if you don't do a lot of physical work and outsource a lot of tasks, you are still doing it tough due to the increased responsibility you have now taken it on.
In short, "help support Australians doing it tough" is fluff. A line designed to appear to actually say something without actually saying anything. Thus proving the "charity" tremendous flexibility with the distribution of their funds.
But this ad is just one small example in a sea of fluff.
John Edwards, in his phone spiel to potential voters during his presidential campaign, has a set of responses for possible questions. On questions relating to the Middle East his answer goes something like "I will work together with other countries to find a better solution."
What does that mean?
Please define "work together".
Please define "better solution".
By saying it like this, he cannot be nailed down to actually saying anything.
NASA's now famous line is "better, faster, cheaper".
Faster and Cheaper are self evident. But what does "better" mean? How do you (NASA) define "better"?
Without a clear definition we never know if this state of better has ever been achieved.
Sure, the dictionary definition is: Of superior quality or excellence; of superior value, use, fitness, desirability, acceptableness, etc.
But this is meaningless unless we know what it is being compared to.
There used to be a toothbrush ad which claimed their toothbrush cleaned your teeth 51% better.
I always used to ask "better than what?"
Better than cleaning my teeth with my finger?
Better than cleaning my teeth with a piece of paper towel?
Better than cleaning my teeth with a blade of grass?
Better than cleaning my teeth by swishing water around in my mouth?
Without knowing what the claim of "better" is compared to, the claim is just more fluff.
By fluff doesn't end with the ads. Much advice is of a fluff nature too.
Picture the person asking a question on a discussion board. Imagine they are asking how to market their good/service. Now imagine the typical replies this person might get...
Send postcards to prospects, run classified ads that target your market, do a direct mail campaign, do a flyer drop, etc.
At first, this seems like a good answer offering wise advice. But in reality it is next to useless. For now the advice seeker needs to ask...
How do I make a postcard and what do I put on it? What kind of ad will target my target market? How do I do a direct mail campaign? What goes on a flyer?
To some of these additional questions there might come answers like...
Use your desktop publishing software to make a postcard and put an attention getting headline with a compelling reason to do business with you.
Treat your classified ad like a small headline with a call to action. Something that will entice the reader to call you for more information.
Get a list of people most likely to buy your good/service and mail them a sales letter which gets them to buy.
After reading these additional replies, the advice seeker is STILL not any better off because all those answers are fluff. Take the last one as an example, "Get a list of people most likely to buy your good/service and mail them a sales letter which gets them to buy."
Where is such a list found and how do I get hold of it?
How is this sales letter written?
In short, the usual advice does as much good as telling someone, "to become rich, just make a lot of money selling things people want/need."
Unfortunately, the fluff doesn't end there either. It is often found in books. And books are often riddled with it. So much so, the reader might feel
inspired after reading the book. Or like there is a chance they can "do it" - whatever "do it" means. But because the book was fluff, the reader finds they cannot take action on the advice within the book because no actual advice was given.
There is a Work by a well know internet marketing "expert." This person has been successful inasmuch as making money. Their advice which is now "common knowledge" online goes something like this...
Find/Create a product people want to buy, create a website/webpage to sell it, plug in an automatic payment processing system, run ads in ezines attracting people to the site.
So simple. Just four small little steps which appear to be about as easy as they come. Until you think about it and realize much of it is actually fluff. Let me show you...
"Find/create a product people want to buy". And just HOW are we supposed to do that? And don't tell me "do research." Tell me how to do this research. I need step by step details that give me specifics and not fluff.
"Create a website/webpage to sell it". I know how to create a website, but how does one define a site that sells a product? Full of persuasive copy? Well, that sounds like more fluff. What is persuasive copy and how do I write it? Copy that sells is persuasive copy. Thanks. Just as useless and an answer that cannot be applied.
"Plug in an automatic payment processor." This is the clearest bit. Because after being pointed in the direction of some of these payment processors they give directions about using their services to accept payment.
"Run ezine ads to get people to your website." At first, this seems good advice. The challenge is quickly discovered that HOW does one write an effective ezine ad? You can point me in the direction of ezine directories and teach me how to find ezines related to my product's theme, but how do I write this ad? Specifics needed please.
In short, the advice, while sounding good on the surface, doesn't really help the person it is designed to help - a new inexperienced person. If you already know how to write persuasive copy and know how to create effective ezine ads, your only hurdle will be finding/creating the product people want. And this has been a MAJOR hurdle of entrepreneurs and businesses from the time they first existed. If it was truly as easy as the fluff advice suggests, we would all be doing it.
So what makes a non-fluff claim or piece of advice?
Something which actually aids in increasing a person's knowledge or enables them to take real action.
For instance: This toothbrush cleans 51% better than our previous toothbrush because the ends of the bristles have been rounded more and the outside bristles are slightly higher than the inside bristles.
This new claim shows what is being compared and gives reasons why the claim is justified.
For instance: Create a classified ad by writing "ATTENTION MARKET" where MARKET are the people you are targeting. So if you are selling to soccer players start your ad with "ATTENTION SOCCER PLAYERS". Then ask them a question about a problem your product solves. So if your product protects shins better, then you could add "Bruised shins got you down?" Your ad now reads, "ATTENTION SOCCER PLAYERS. Bruised shins got you down?" Now to this, add, "We have the solution. Call 555-5555." Making your full ad read...
ATTENTION SOCCER PLAYERS. Bruised shins got you down? We have the solution. Call 555-5555
So the formula is
ATTENTION MARKET
Ask if problem has them down
Tell them you have the solution and ask them to call
This is one formula. Another is to simply tell them what you do...
We sell shins protectors for soccer players. Call for details. 555-5555
Or
SOCCER PLAYERS. We sell shin protectors. Call 555-5555.
Any product or service can have a simple ad like this. Just change the people you want to read, from soccer players to your group.
An answer like this gives the reader something they can use. It is good but the reader may still then need to ask about knowing where to run such an ad. To which some general publication mentions (major daily newspaper, etc.) coupled with "where your competition advertises" and/or " where other businesses advertise who also sell to that market" help further. As long as it is coupled with advice to visit a newsagent store to look through the racks to find the publications needed. And examples given. And so on.
In short, the better answer which has use is one which is more like a step-by-step action plan with specifics which can be followed. If the advice cannot be followed without needing tremendous amounts of further information, the advice is just more fluff.
Because most of the "How To" books are filled with this fluff, the reader is left feeling excited but also wanting to know more because they cannot really take action based on what was in the book - unless the book has specific exercises which can be done, as the exercises usually contain the much needed extra guidance.
Often, the "How To" book is close to providing the much needed extra information but doesn't. And it doesn't because the writer assumes the reader already knows certain information and/or has experience within the subject matter - whether the writer consciously assumes this or not.
Look for the fluff around you. It is everywhere. In TV and Radio ads, in advice and in "How To" books and information. Take a stand and call it out for what it is when you see it. Perhaps, if we all do this, writers will make more of an effort to improve their Work and make their Work usable without the reader needing extra information to fill in the gaps.