Jason Toon is a freelance consultant and copywriter. He previously worked as the head writer at Woot from 2005 to 2013, guiding the brand's voice as it grew from a small startup to a subsidiary of Amazon. The document discusses some of Toon's experiences at Woot, including selling an unpopular "Torpedo Projector" that surprisingly sold over 800 units, and launching an affiliate program to manage customer expectations. It also summarizes two academic studies, one finding that small amounts of negative information can strengthen consumer impressions, and another finding that fast disclaimers in ads diminish trust and purchase intent.

1. @jasontoon
The Visible Word
Building Trust With Transparency
Jason Toon
Toon & Friends
May 8, 2014

2. @jasontoon
Who Does This “Jason Toon”
Think He Is?
• Head writer, etc. at Woot, 2005-2013
• Guided brand voice from nimble little startup
to lumbering, gargantuan subsidiary of
Amazon
• Now freelance consultant and copywriter as
Toon & Friends
• Also written for Pitchfork, VICE, Gizmodo,
and a bunch of those free weeklies with the
weed and prostitution ads in the back

3. Gizmodo reviews
the Torpedo Projector, 11/28/07
• “The World’s Crappiest Projector”
• “…contrast ratio? Well, there wasn't any.”
• “…the FBI warning at the beginning of the DVD
was not legible at all. It looked like
hieroglyphics.”
• “…as pixelated as any video could ever possibly
be…”
• “…even smelled bad, like mildew, and made way
more noise than we could bear…”
@jasontoon

4. Woot sells
the Torpedo Projector, 4/26/09
@jasontoon

5. Woot sells
the Torpedo Projector, 4/26/09
Total one-day sales:
814 units
Total one-day revenue:
$48,831
@jasontoon

6. Woot launches an
affiliate program, 2011
• Messaging needs:
– Manage expectations for our customers
unfamiliar with affiliate marketing
– Discourage participants who are more
likely to cannibalize existing Woot
customers
@jasontoon

7. Woot launches an
affiliate program, 2011
@jasontoon

8. Woot launches an
affiliate program, 2011
@jasontoon

9. Woot launches an
affiliate program, 2011
@jasontoon

10. The Case of the
Bursting Sausage Casings
@jasontoon

11. The Case of the
Bursting Sausage Casings
@jasontoon

12. The Case of the
Bursting Sausage Casings
@jasontoon

13. The Case of the
Bursting Sausage Casings
@jasontoon

14. The Case of the
Bursting Sausage Casings
@jasontoon

15. The Case of the
Bursting Sausage Casings
@jasontoon

16. The Case of the
Bursting Sausage Casings
@jasontoon

17. The “Blemishing Effect”
@jasontoon
Small doses of mildly negative information may
strengthen a consumer’s positive impression of a
product or service, especially when:
•The consumer already has some positive feelings
about the product or service
•Is less focused on making this particular buying
decision, as with “most online ads, for example”
("When Blemishing Leads to Blossoming: The Positive Effect of
Negative Information," Danit Ein-Gar, Baba Shiv, Zakary Tormala;
Journal of Consumer Research 38 (5), 2012. More information at
http://stanford.io/mivqzm)

18. Don’t Try to Pull a Fast One
@jasontoon
• Fast disclaimers in broadcast ads make
consumers think the advertiser is hiding
something
• And diminish purchase intent
• Unless the brand is one the consumer already
trusts
(“On the Dangers of Pulling a Fast One: Advertisement Disclaimer
Speed, Brand Trust and Purchase Intention” Kenneth C. Herbst,
Eli J. Finkel, David Allan, Gráinne M. Fitzsimons.; Journal of
Consumer Research 38 (5), 2012. Full paper at
http://bit.ly/19R6d4E)

19. Don’t Try to Pull a Fast One
@jasontoon

20. 4 Questions to Ask
About Your Communications
@jasontoon
1. Am I revealing or obscuring?
1. Am I anticipating or reacting?
2. Am I using expressive language, or stock
phrases?
1. Am I establishing my expertise, or
abdicating it?