Posted by Christopher Stevenson
A friend forwarded to me an e-mail from ASAE that was promoting a one-day seminar. The body of the e-mail was nothing special, but what set this e-mail apart was the footnote:
This is a NO FRILLS offering:
Responding to your request for more affordable educational experiences, ASAE & The Center for Association Leadership are launching NO FRILLS programs in several cities. Based on member input, the two content areas focus on effectively managing volunteers and ASAE & The Center's recent research projects. Don't expect a printed brochure or fancy handouts, but you can expect first-class content and experience.
I love this! ASAE is positioning this meeting in a different way. They shoot straight, tell potential attendees exactly what they can expect, and don't water down their message. It's plain speaking at its best and I think it works.
Unfortunately, this kind of straight shooting is rare. More often, copywriters are charged with the responsibility of making something look like more than it is. For instance, take a look at the Ginny's Brand 10-in-1 Everything Oven. 
Here's a sample of the copy:
My 10-in-1 Everything Oven has the power of an entire kitchen, made to fit on your countertop. It's a rotisserie, grill and griddle; it fries, steams, broils, bakes, roasts, toasts and warms. Prepare a roast in the oven and steam your veggies above it — the possible combinations are endless.
I suppose saying it's a toaster oven with a hot plate on top wouldn't sell too many units, huh?
Boosting expectations through inflated copy doesn't serve the CU or its members. It only builds expectations that cannot be met and creates a short-term solution (bringing in members and potential members) that leads to long-term problems (disappointing the consumer and damaging the CU's reputation). It may seem basic, but it's a guideline many financial institutions overlook. (I assume I'm not the only one who got e-mails from banks promising $300,000 home loans with no money down and $800 monthly payments.)
ASAE got it right. Developing happy customers/members starts with managing expectations.
