As with most traditional radio stations, we at KGNC-FM have to run advertisements from time to time. Of course, I’d love to just play music nonstop every day, but I love having a house and food on my table more. The silver lining is that there’s a lot of good people out there with businesses they need to promote, and we get to help get the word out for those good companies.
While I’m not currently on our advertising team I do have some past experience in advertising, and there’s always been one principle truth of advertising: you can’t sell a product unless people trust you, and the best way to get them to trust you is to be honest.
Of course Girl Scout Cookie season is now well underway, and I saw a hilarious video on Mike Rowe’s Facebook page last week in which he read an email from a young Girl Scout who clearly understands this most basic principle of advertising and had used her father’s email account to send a message to his wealthy friend about purchasing some cookies to send overseas to our troops.
In the email she rated each of the available cookies on a scale of one to ten, for better or worse, and this is what she had to say:
First on her list was Savanah Smiles which she rated a 7 because they have “just the right balance of sweet and sour.”
Second the Trefoil which received a 6 because “alone, it’s kind of boring.”
The Do-si-do received a 5 for “it’s unoriginality and blandness.”
“Wow!” she exclaimed, “The Samoa gets a 9 for its amazing flavor!”
The Tagalong received and 8 “for its chocolate-peanut butter combination. Inspired!”
The Thin Mint a 9 for it’s “delectable chocolate-mint combination. Also inspired!”
Then she came to the S’mores cookie about which she wrote, “Full disclosure: I have not tried the S’more so I cannot rate it in good conscience.”
Finally, “Last, and yes, I’m sorry to say least is the Toffee-tastic,” which she described as a “bleak, flavorless, gluten-free wasteland. It’s as flavorless as dirt.”
She closed her email by saying, “Notice, Mr. Michaelson how none of the boxes are rated a ten. That’s because the only way to get a ten is by donating a box, any box. It helps strike a spark into the treacherous lives of those men and women protecting our country and keeping America safe. Please won’t you honor them by donating a box of Girl Scout Cookies?”
“To recap, my name is Charlotte, and I love being honest with my clients. The Girl Scout Organization can sometimes use false advertising. These ratings are only my opinion. Your experience may vary.”
This girl needs to be teaching in a college classroom somewhere. Her goal was to sell 300 boxes of cookies this year, and just a day after Mike Rowe’s video hit Facebook she’d already sold 7,491 boxes. I’m so glad to see that this girl’s honest advertising paid off for her, it’s something that should be far more prevalent in advertisements today.
Hope that letter made you smile like it did for me. Here’s Charlotte’s website if you’d like to send a deserving service member a box. Just make sure you don’t send a bleak, flavorless, gluten-free wasteland.