Art, Science and Gobbledygook
I found the following on a marketing agency's website.
The original text is in black.
My changes are in bold red.
Which copy would you rather read?
Let the fun begin ....
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Part Art, Part Science, All Results
(No Changes – this is good.)
In marketing, creative must attract and appeal; it also needs to communicate and sell. Success requires a delicate balance between the art of creation and the science of persuasion.
Success is a delicate song between science and art. The science tells you how to sing. Art turns that song into an opera
.
At XYZ Corporation, we know the best creative begins with an analysis of your customers. We research their sociology: demographics, lifestyles, and motivations. We also examine your brand and positioning, synthesizing all relevant elements required to communicate with your target audience.
To make your cash register ring, you have to know what makes your customers tick. Who are they? Where are they? What do they like? What sets them on fire and what turns them off?
That's where we come in. We find out what exactly motivates your customers, and then use that information to drastically improve your profits.
Information becomes innovation as our creative team begins crafting strategies and concepts.
Information is good – but turning what you know into sales takes innovation. And innovation takes a lot of perspiration.
Initial ideas evolve into ingenuous creative solutions, compelling copy, and engaging designs. From this formative process emerges original direct mail packages, advertisements, Web sites, and more.
To come up with ideas, strategies and concepts that work, our team literally leaves no stone unturned. Every suggestion is gone over and gone over again, weeding out what isn't right for you, refining what is and harvesting the best of the best.
When we get the best of the best – solutions that sell, copy that convinces and designs that grab your clients by their attention lapels, we start your campaign. Direct mail packages, advertisements, Web design ... whatever you need goes through this exacting process. We won't cut corners just to make a sale.
One additional fusion of art and science: XYZ Corporation offers an exclusive service for producing highly versioned campaigns. Database scoring, creative development, and content management are fused into a seamless process—allowing you to develop personalized versions quickly and efficiently.
If this was all we did, your money would be well spent. However, we go the extra mile with a unique service. We combine all our marketing skills to give you the ability to create personal versions of each campaign – in effect targeting each segment of your audience with an individual pitch.
Brand versus response? Some argue these are separate disciplines, but we disagree. Combining imagination and invention, our creative is devised to both build brand and generate results.
You want your customers to buy. You also want people to know you by name. That's what we do. By blending imagination with invention, you'll get both brand name recognition and bottom-line results.
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OUR EXPERTISE INCLUDES:
HOW WE HELP YOU SUCCEED:
Branding
that sears a unique flavor into your product or company.
Design
work that stops the competition in their tracks.
Concept Development
that zeros in on your best features.
Copywriting
that brings home the bacon.
Media Selection
with bull eyed targeting, not a scatter shot approach.
High Version
(I haven't the vaguest idea what this is supposed to mean – neither will any prospective client.)
