It’s a valid question.
I knew about some of this (like the JUUL school presentations—which, as a former teacher and admin, struck me as a stunning professional dereliction that somehow managed to dwarf the enormous amoral grossness of JUUL’s marketing department; well done, fellow educators!), but other bits (like the nicotine salts) were news to me.
An elucidating 3mins. Watch.
One of the best examples that I’ve ever seen of psychology, copywriting, and kindness all wrapped together https://t.co/OAI7HDdcWm
— Ramit Sethi (@ramit) June 10, 2018
This is a tremendous example of practical rhetoric: understanding an audience deeply and meeting them where they are—without assumptions or bias—so you can guide their thinking in a way that’s a win for everyone. If there was ever an example of “white-hat marketing,” then this is it: “Mr. Rogers Had a Simple Set of Rules for Talking to Children”
- “State the idea you wish to express as clearly as possible, and in terms preschoolers can understand.” Example: It is dangerous to play in the street.
- “Rephrase in a positive manner,” as in It is good to play where it is safe.
- “Rephrase the idea, bearing in mind that preschoolers cannot yet make subtle distinctions and need to be redirected to authorities they trust.” As in, Ask your parents where it is safe to play.
- “Rephrase your idea to eliminate all elements that could be considered prescriptive, directive, or instructive.” In the example, that’d mean getting rid of “ask”: Your parents will tell you where it is safe to play.
- “Rephrase any element that suggests certainty.” That’d be “will”: Your parents can tell you where it is safe to play.
- “Rephrase your idea to eliminate any element that may not apply to all children.” Not all children know their parents, so: Your favorite grown-ups can tell you where it is safe to play.
- “Add a simple motivational idea that gives preschoolers a reason to follow your advice.” Perhaps: Your favorite grown-ups can tell you where it is safe to play. It is good to listen to them.
- “Rephrase your new statement, repeating the first step.” “Good” represents a value judgment, so: Your favorite grown-ups can tell you where it is safe to play. It is important to try to listen to them.
- “Rephrase your idea a ﬁnal time, relating it to some phase of development a preschooler can understand.” Maybe: Your favorite grown-ups can tell you where it is safe to play. It is important to try to listen to them, and listening is an important part of growing.
I write and have written all sorts of things (DIY books and essays and textbooks and book reviews and reference articles and newspaper stories and business columns and fiction and blah, blah, blah). For the last decade most of my money has come from writing marketing copy. If you’re covering your bills that way, then you quickly learn the First Noble Truth of Marketing:
You cannot “create demand,” only meet it. You cannot “educate customers,” only furnish names for things they already feel in their hearts. Everyone is busy and distractible. Everyone hates ads and hates marketing. They have absolutely no desire to bother figuring you out; you need to figure them out and talk to them where they are.
And once you grok that First Noble Truth, you instantly understand the Second Noble Truth of Marketing:
And once you meet them, you can take them where you two need to go together.