Tuesday, July 14, 2009

Ad Copy for the new Madone compared to other bike ad copy

Got this in my email with a very serious looking Lance Armstrong next to it, presumably endorsing the new Madone 6.0:

The all-new 6 Series Madone stands alone in every performance category. Weight. Stiffness. Comfort. Handling. The 6 Series Madone is the most technically advanced, exquisitely performing, and meticulously refined road bike we’ve ever made. More than three years in development, the 6 Series went through over 70 design revisions before arriving at a frameset worthy of becoming the next Madone. It’s the ultimate ride for pro cyclists like Alberto Contador, Lance Armstrong, and Levi Leipheimer. And it’s the ultimate ride for bicycle aficionados, discriminating enthusiasts, and those who simply want the best.

Holy buzz-word city batman!

Compare that to the ad copy for my Seven Alaris:

With quiet confidence and understated appeal, the Alaris is a versatile high-performance road frame designed for greater affordability. It features our Integrity 325™ straight-gauge titanium, which draws on nearly 30 different tube sizes to create the most refined ride characteristics in its class.

How about the Specialized Tarmac for good measure:

FROM THE SPRING CLASSICS to the Grand Tours, the Tarmac has proven itself to be the professional rider's bike of choice. A world championship and a Tour de France green jersey lend proof to our claim that no frame is lighter and stiffer.

Finally, the Giant TCR Advanced SL:

The legendary precision of handcrafted, engineered Advanced SL-grade composite makes this the choice of Team Rabobank. Its sleek integrated seatpost, massive MegaDrive rectangular downtube and PowerCore bottom bracket/chainstay area deliver unmatched pedaling stiffness and efficiency. Custom engineered exclusively for the Shimano Di2 Electronic system.

Cervelo has certainly won some fans in recent years. Let's see what they have to say about the S3, their top of the line general purpose road bike:

As the inventor of aero road bikes, Cervélo continues to lead the category. Aero road frames are the most difficult frames to design, as they have to be everything in one: aero, light, stiff, comfortable. Cervélo has worked to optimize this balance between the various requirements since its inception 13 years ago.

For the S3, the engineers at vroomen.white.design used the R3 seatstay technology, rotated the stays 90 degrees and gave them a proper Cervélo aero shape. This reduces the weight, increases the vertical compliance and improves the aerodynamics. Sounds simple, but the structural design is extremely complex, which is why only Cervélo has such stays. The chainstays were also redesigned to optimize aerodynamics. Finally, the cable routing system (ICS2) is the first to have cable entries through the top of the toptube without sacrificing shifting performance.

Hmmm. They all kind of sound the same don't they? Which to pick? After all, all four bikes are built more or less the same as double diamond bikes from 100 years ago, so which one is really better?

Let's see what happens when we mix all the ad copy/marketing speak into Wordle.net, which should show us the prominence of certain marketing buzz words in the combined text above.

Voila, I present you the 2010 road bike buzz word generator:

Now aspiring bike builders/marketeers should be careful using this buzz word generator. You don't want to mix words like "massive", "stiffness", "PowerCore" and "bottom" too much, at least not without their proper context.

Also, you should note which words are used too much. Apparently one of our bike builders is really found of the word "aero" and "aerodynamic," so much so that it appears large than their model or even company names.

Finally, for those like me who are "discriminating" "aficionados" who enjoy "quiet rides" "alone", looks like one of these bike builders has focused their marketing muscle on us. See, it's not all "meticulous refinement!"

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