A Spray of Magic Bullets

Magic Bullet.jpg

The Magic Bullet, a product often sold via infomercial, brings the standard hyperactive infomercial vibe to its website. Even if you can't make out all the details in this screenshot of The Magic Bullet's homepage, you can see it's a barrage of messages:

  • It's a great deal – "Get 2 complete 21 piece Magic Bullet systems for price of 1" and "Order now! And get 2 Magic Bullet Systems!"
  • It works fast – "Does any job in 10 seconds...or less"
  • It's from a trustworthy company - "30 day money back guarantee"
  • Buy, buy, buy! - Displays two "Order Now" buttons, as well as the URL which is "buythebullet.com"
  • Payments are flexible – "3 easy payments...," etc.
  • It's a single solution – The name "Magic Bullet" suggests a claim that the product is a universal problem solver

Oddly, nowhere does the homepage say what the Magic Bullet actually does. It may do "any job in 10 seconds...or less," but what job exactly? Car repair? And the name, Magic Bullet, is too general to offer any indication. At least if site visitors take the time to watch the video that auto-plays on the page, they will eventually learn the gadget is some type of food chopper.

Whatever they're selling, infomercials tend to have low credibility, and this page indicates at least one reason why. The hard-sell strategy is to throw out as many messages as possible and hope that something sticks. A more effective strategy would be to choose one core idea and focus on it—maybe the message should be that the device is a low-priced alternative to well-known food processors or that it's a quick way to get dinner on the table or that it's versatile and handy.

The problem of too many messages is actually quite common in marketing. The consequence is that people feel confused and have trouble imagining how a product or service might meet their needs. In messaging, often less is more. After all, if a cook puts too much stuff in the food chopper and runs the blades too long, everything turns to mush.