#FAIL: When copywriters don't know the product

At the beautiful JW Marriott Starr Pass resort Hashani Spa in Tucson, Arizona there is a big disconnect between marketing and reality.

The copywriters say:

"At Hashani Spa, one is not healed by the treatment they are receiving, but by the sensory bliss of the magical Sonoran Desert."

The rocks are engraved with the words: Tranquility. Harmony. Peace.

Check out the very relaxing photos on the Hashani Spa site.

They play loud music with vocals. You cannot relax. There is no tranquility. There is no harmony. There is no peace.

#FAIL.

Direct link to #FAIL: When copywriters don't know the product on YouTube.

I spoke with four different people about this disconnect. It turns out the music to the outdoor part of the spa is on the same channel as the other outdoor pool areas. You know, the ones with adults drinking and kids screaming – the place where blaring music is acceptable.

It was impossible for hotel staff to eliminate the music being piped into the spa.

Do the copywriters know this? Probably not. My guess is they're in some comfortable corporate office somewhere and have never visited the property.

How can we trust marketing if there is a disconnect with reality?

Comments

[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!

[Doogsatx]

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.

[Ingersollink]

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.

[VALVESOLUTIONS]

@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.