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June 04, 2012


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Jim Roberts

"It was impossible for hotel staff to eliminate the music being piped into the spa." This is the amazing part of this article. I guess the local manager stays in his comfortable office too? Sad!

David Meerman Scott

Jim - I didn't speak with the local manager.

I asked 4 different people if they could turn off the music. Three said they would tell the engineering department but nothing happened. The last person I spoke with explained how the system works and said that these sorts of things are organized by corporate. Corporate even chooses the music!


So who's really to blame here? The copywriters for not having experienced the product, or the agency and client for not ponying up to have them experience the product before writing about it?

David Meerman Scott

Doogsatx - I don't know who is to blame. Probably all of the people you mention share some blame.


I think that is the trouble with copy writing. The person you hire to write about your product is not familiar with it and are undoubtedly not going to be as passionate about it.

Account Deleted

@dmscott, was gr8 to catch up with you at #Linkedin #B2B connect Mumbai, India. I have come across such similiar instances when #marketers solely rely on the #content thats provided to them and end up earning negative points.

Elderly Care

That’s called over exaggeration of the product. Copywriting requires relevancy rather than embellishments. Its knowledge that readers seek for and not fake content.

Heather Hughes

Ah, this reminds me of Delta's latest tv campaign. Absolutely nothing like the experience. They claim to "never let the rules overrule common sense." Ha! The ad is about how great they are at performing in a very difficult industry, sort of implies what a pain it is (and you can see it in some -not all- of the employees' faces). What if they actually interviewed customers about the experience ... they might find something real to differentiate their brand. Or they might discover something they could deliver outside of the darn "rules" that would delight their customers.

David Meerman Scott

Ingersollink and Elderly - Yes, exactly.

Valve - yes, the copywriter can only work with what they are given. Good to connect in Mumbai.

Heather - sadly, most airlines fail at this. Too much hype.

Roger C. Parker

I'm very impressed by the sheer power of an impromptu video to greatly enhance the communicating power of an already well video.

Lots of lessons here...(as usual). Thank you.

David Meerman Scott

Hi Roger, Thanks so much. I frequently forget that I have the ability to quickly do a video like this -- it was done with my iPhone. David

Writing Training

“My guess is they're in some comfortable corporate office somewhere and have never visited the property.” – You are correct about this, David. Copywriters create content for certain products and services based on the material that they’re provided with. I know this because I’ve also worked as a copywriter before.

Mehr S

I think you have a good point that the copywriters know little about the spa. I've worked as a content writer before small businesses across the country and most of the time you have to just do your best to fill in the words with generic comments that sound good but are not too specific as to get you in trouble in the case that things aren't exactly how you describe them to be. My advice is to not take these marketing comments too literally.

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