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Writer’s Embrace the NUDE Model

Yup, you heard correctly. NUDE. More specifically: N.U.D.E, which stands for Novelty (N), Utility (U), Dependability (D), and Economy (E). This model rates audience perception of something and gauges whether that something is exciting enough to create “word-of-mouth” referral.

The model uses a scale of 1 to 100 to measure perceived strength in each area. The maximum score is 400, which by marketing standards is the equivalent of scaling Mount Everest without bottled oxygen. More realistically, a score of “315” supplies the momentum you need to affect a “tipping point” (with nods to Malcolm Gladwell) and make something go viral.

Here are some quick examples that score high in each N.U.D.E category:

  • Novelty (N): The Segway
  • Utility (U): Comet Cleaners
  • Dependability (D): Peanut Gallery
  • Economy (E): Factory 2-U Clothing Stores

Products and/or companies that score high on the N.U.D.E model:

  • Apple’s iPad
  • eBay
  • Honda Accord
  • Target Stores
  • Starbucks Coffee

You get the idea. One of NUDE’s biggest cheerleaders (and it’s alleged creator) is marketing guru, Scott Degraffenreid, a DeSoto resident, who’s written books on the subject. He started in forensic accounting, but according to his web site, became more interested in customer retention, when he found it was the cause of greater damage to a company than all its internal losses combined.

Courtesy: Scott Degraffenreid, necessarymeasures.com

So where do we come in? Get ready for some “NUDE” copywriting. Let’s start with something everyone needs: food. A generic deli sounds prosaic enough. Here’s the scenario: Otto’s Deli is loosing customers to Panera Bakery down the street, which just introduced their new Proscuitto & Smoked Gouda Panini sandwich.

Otto’s has got the “U.D.E.” part down, but is in need of an “N.”

The deli owner phones a marketing friend, who has an interesting tip: a local seafood distributor has received more chilean sea bass than steakhouses are wanting, driving down the price. The deli owner approaches the distributor and offers to sign a short-term contract at the reduced rate. The distributor balks at first, but soon obliges. Now the deli owner has 30 pounds of fresh product that no other sandwich shop has even attempted. The 20 x 10-foot outside banner that reads, “Chilean Sea Bass Sandwich, $5.99 Meal Deal” is enough to cause quite a stir the next day. But the marketing friend wants more. He hires a content provider to create some buzz for Otto’s new Facebook fan page. The writer, familiar with N.U.D.E, delivers the following:

Novelty: “Chilean sea bass never looked so delicious as it does on Otto Deli’s signature sourdough bread roll. Talk about fresh, the sea bass is flown in daily.”

Utility: “This gourmet sandwich makes a terrific lunch or dinner. Try it with your favorite blush or white wine.”

Dependability: “Through its 30-year history, Otto’s Deli only offers the finest, all-natural ingredients for sandwiches made fresh daily.

Economy: “Try the $5.99 Chilean Sea Bass Sandwich Meal Deal, including chips and a 16 oz. drink. Available only for a limited time. HURRY, while supplies last.”

And there you have it, Otto’s Deli rescued through the power of the N.U.D.E. Apply Mr. Degraffenreid’s model to your products and services, and see where you might make some changes to increase “word-of-mouth” potential. Apologies to all who thought this blog post included racy pictures (not really).

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This entry was posted on Sunday, February 21st, 2010 at 1:08 am and is filed under Copywriter News, Dallas writers, Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.