Day 21: These words waste space in your marketing materials
Published: Sun, 06/12/16
As you know, every square inch of a marketing piece is precious real estate.
Which is why I can’t understand the reason behind stuffing marketing materials (online and offline) with large logos, insignificant pictures and meaningless words -- instead of copy that delivers value.
Of course, spotting pictures and logos isn’t tough. The meaningless words are also easy to find …
Value added … leading provider … full service … innovative … commitment to clients … leverage … cost effective … next generation … wide range of solutions … flexibility … world class … premier … cutting edge … mission critical … groundbreaking … advanced … proactive approach …
Can you imagine anyone using a collection of the above words (or similar variations) in a conversation?
Let’s say we just met at a business event and I ask what you do. Would you respond by saying:
I’m a leading innovative solutions provider who delivers a complete range of cost-effective products and services designed to meet the ever-increasing needs of my clients.
Of course not!
But you see written statements like these all the time in marketing materials.
Now, other wasted words aren’t as obvious as the above examples. They do, however, deliver just as much damage to your marketing message.
One quick way to find them is simply through logic. You see, many people and companies over-promote characteristics they should have or actions they’re supposed to do.
An attorney markets himself as being “experienced,” “dedicated to fighting for your rights” and “committed to getting you the compensation you deserve.”
Don’t you already expect these traits?
A website design firm employs “a team of creative professionals who believe in doing high-quality graphic work at a fair price and as quickly as possible.”
Well I should hope so!
Remember, whether written or spoken, your words won’t persuade if they don’t deliver value.
Talk soon,
Tom
NOTE: This is Day 21 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss having me create a Guaranteed Marketing Profits Program for your business, please click here to get on the waitlist. You’ll be notified when an available spot opens.