The Australian Small Business Blog

Tuesday, September 15, 2015

Ad of the Month – Making a Silk Purse out of a Sow’s Ear

by Dr Greg Chapman

From time to time, even the best products and services get lukewarm, or even bad reviews, but there is one industry that has become infamous for its twisting of such reviews. In fact they are often shameless. Even so, every once in a while you have to admire their creativity.

The industry is, of course the entertainment industry. We have all seen promotions that turn a reviewer’s comment:

”A fantastic waste of time” into “FANTASTIC!”

I think this is just dishonest. However a promotion for the movie Legend wanted to use the star ratings it had received from multiple reviewers. Unfortunately it received a 2 Star review from the Guardian critic, Benjamin Lee. The marketers didn’t hide this rating, in fact they gave it prominence, right in the centre of the poster.

Lee thought this was so brilliant, he tweeted the poster image.

His final comment was:

“I might still dislike Legend but I like its marketing team.
If only they could have written the script”

I think because they received so many good reviews from other media, the marketers were just being cheeky rather than dishonest. They could have left out the Guardian rating and no one would have noticed. Instead, perhaps intentionally, they made this a talking point, further promoting the movie.

Are there better ways you can use your testimonials?

May Your Business this Year be - As You Plan It.

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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