Salesforce, a spectacular online business, ran an ad today in the NYT paper paper using a tried and true ad tactic “the testimonial.” Amazon Web Service was the customer. Both are great companies, but the ad was so weak. It’s what my dad Fred Poppe might have called the “doggy’s dinner.”
Central to the idea is something called the (initial caps) Customer Success Platform. Oy. Luckily, the Customer Service Platform is powered by (initial cap) Einstein artificial intelligence. A skootch better. It “qualifies leads, predicts when customers are ready to buy, and helps them close more deals.” This is actually stuff a real copywriter could work with — but as written it’s all claim, no proof.
To make matters worse the ad ends with “What if you had a way to help your business take flight?” followed by the Salesforcrce logo (When did they lose the .com in the logo?) and tagline “Blaze new trails.” Flight? Trails? Talk about mixing your metaphors.
It’s as if someone used an ad-by-numbers kit.
For a company as successful and powerful as Salesforce, you’d think they could put together a cogent, well-craft print ad. Maybe they should download a Hubspot template. JKJK.