Effective web marketing is not about using 'weasel words'

I have a problem whenever I see 'weasel words' used in marketing. Having been in the marketing business for over 20 years, for me marketing is about solving customers' problems profitably. It's about helping to give target prospects what whey want. It's not about conning people into doing something they would regret later.

A few days ago, I received an email from TomTom. I used to use one of their early navigation products on a PDA many years ago. I suspect they are a major player in navigation 

devices and probably offer a good range of products. However, I was disappointed that the email copy said 'Don't forget, roads change no less than up to 15% a year. A good reason to check your map version.'

What does 'no less than up to mean'?

The basis principle of contacting customers and ex-customers to offer them upgrades is a good web marketing strategy, especially when the old product becomes less useful over time. But for me, the clumsy copy is inappropriate. I suspect the initial copy writer said '...roads change no less than 15% a year.' Possibly after a legal check, they may have been concerned they couldn't substantiate it and added the unhelpful 'up to'.

I would be surprised if a major brand like TomTom were intentionally trying to con people, but that's how I felt after reading the copy. Why didn't they say something like, 

'Last year, our UK maps received over x,000 changes. These changes included x,000 new roads like the Mxx & Axxx. x,000 road numbers also changed. e.g. The Byyy became the Bxxx. So if you want to make sure you have up to date data then  ..........'

They must know how many navigation changes were made in each country last year. This would allow them to say 'Over x,000' rather than up to y,000.' They also should be able to supply dynamic emails with examples of changes based on say 20-50 miles from the individuals postcode. This would reinforce their expert knowledge and prompt some to think, 'I didn't know that, and it's only 30 miles away. What about all the other changes further afield?'

The message here is always find a positive way of communicating a message that your target audience are likely to find genuinely helpful. If you can't find something to say that is genuinely helpful, perhaps it is time to change what you do. Don't resort to weasel words. It doesn't pay off in the long term. and will damage your Web Marketing ROI

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.