#FAIL: When copywriters don't know the product

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Worst Practices  |  Case Studies  |  Music  |  copywriting  |  Marketing

IMG_2088At the beautiful JW Marriott Starr Pass resort Hashani Spa in Tucson, Arizona there is a big disconnect between marketing and reality.

The copywriters say:

"At Hashani Spa, one is not healed by the treatment they are receiving, but by the sensory bliss of the magical Sonoran Desert."

The rocks are engraved with the words: Tranquility. Harmony. Peace.

Check out the very relaxing photos on the Hashani Spa site.

They play loud music with vocals. You cannot relax. There is no tranquility. There is no harmony. There is no peace.


Direct link to #FAIL: When copywriters don't know the product on YouTube.

I spoke with four different people about this disconnect. It turns out the music to the outdoor part of the spa is on the same channel as the other outdoor pool areas. You know, the ones with adults drinking and kids screaming – the place where blaring music is acceptable.

It was impossible for hotel staff to eliminate the music being piped into the spa.

Do the copywriters know this? Probably not. My guess is they're in some comfortable corporate office somewhere and have never visited the property.

How can we trust marketing if there is a disconnect with reality?