Question

Topic: Copywriting

Over-personalizing Abm Content Piece

Posted by rachel.rapoza on 11/9/2017 at 3:28 PM ET 125 Points
We're creating a personalized content piece (eBook) for an account our sales team is working. My supervisor (not a marketing person) wants to add in an exact quote from this account's website.

I don't think it is a great idea because it feels a little too much/possibly too creepy - we have relationships with some people at this account, but not these particular people.

Anyways, my supervisor is fairly adamant about it, and the best case I have for not doing it is that 'it doesn't feel right'. I have found little direction online about best practices in this regard.

Any thoughts, opinions, or examples of a time this has worked/not worked for you, would be helpful!Thank you!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/9/2017 at 4:27 PM Accepted
    If the copy is only seen by the client (and with proper attribution), then it may show that you pay attention to their needs. It's also possible that they might not even know about the copy on their own website. For me, the key is to make the use of the copy naturally – so it makes sense – as opposed to <insert copy here> type of feeling.
  • Posted by mgoodman on 11/9/2017 at 4:29 PM Accepted
    If it is clear (to your target audience) that the content piece has been customized for them, then there probably isn't any "creepy" factor in quoting from their website. After all, the website is open to everyone, and they won't be surprised you've seen it.

    On the other hand, if you want them to think they are seeing content that is generic (i.e., available to all), you probably should NOT use anything from their website, as it would likely creep them out.

    So the solution would seem to be: (1) Do as your supervisor asks and include the quote; and (2) make sure the content clearly discloses that it has been customized for the target company.
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