7 Overused Marketing Buzzwords (and What to Say Instead)
To
cut through the noise and clutter, replace these common marketing
buzzwords with statements that are precise and vivid.
The
great challenge of marketing is to cut through the noise and get
your message both
heard and acted upon. This is difficult or impossible if your
marketing materials use the same vague
cliches
that
everyone else uses.
To
make your marketing
message
clear
and memorable, replace your "heard it all before" verbiage
with statements that are precise and vivid. Here are seven examples:
1. Innovative
Since
everybody claims their products and services are innovative, the word
has now been rendered meaningless. Rather than make this claim,
show how the
newness of your product or service provides value to the customer.
Wrong: "Our
product is innovative."
Right: "You
can use this newly-added feature to reduce manufacturing time by
10%."
2. Exciting
If
you have to say that something is "exciting" it's not.
(It's like when somebody says "this is a funny joke," you
know it's not going to be funny.) Rather than claiming to be
exciting, show customers why
they
should be excited.
Wrong:
"This
is a exciting new service."
Right:
This
service can double your customer base within six months."
3. Cheap
Things
that are "cheap" are flimsy; people who are "cheap"
are irritating misers. Rather than raise the specter of "you get
what you pay for," compare your product to higher-priced
alternatives.
Wrong:
"Our
service is a cheap way to win more business."
Right:
"Our
service will increase revenue by 10% while also reducing cost of
sales by 10%."
4. Quick
Quickness
is a relative concept and therefore has no real meaning. (To a snail,
for example, a turtle is quick.) Customers are more likely to believe
your marketing message if you provide an actual and understandable
period of time.
Wrong:
"The
project will generate a quick ROI."
Right:
The
project will pay for itself in six months."
5. Easy
Customers
have been endlessly promised that thing are is easy. By now, most
have concluded the truth, which is that nothing is easy. You'll get
more customer attention if you show how your product is easy.
Wrong:
"This
application is easy-to-learn."
Right:
"It
took my 5-year-old two minutes to figure out how to use this."
6. Substantial
This
is just a pompous way of saying "big." Plus, wouldn't even
something small be substantial compared to something even smaller?
Rather than make this claim, provide a measurement that will mean
something to the customers.
Wrong:
"Buying
now means substantial savings."
Right:
"If
you buy before the end of the month, you'll save 10% off the regular
purchase price."
7. Scientific
When
companies claim that something is scientific, all they usually mean
is that they've got some quantitative data. Reserve "scientific"
for situations where the scientific method has actually been applied.
Wrong:
"We ran scientific tests to prove our product's effectiveness."
Right:
"We
ran some tests and here's what we discovered." or (if actual
science is involved) "We ran a double-blind, peer-reviewed
test of our hypothesis."
BY GEOFFREY
JAMES
http://www.inc.com/geoffrey-james/7-overused-marketing-buzzwords-and-what-to-say-instead.html?cid=em01016week37a
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