As a marketer for your company brand, you have to come out with new promotion and advertising messages every day, trying your best to win some market share; however, you may not know that some words that commonly seen on print, online and TV ads are losing their credibility in the eyes of today’s smart consumers.
Here are the 10 words and the reasons why.
Your customers know that there is no free lunch in this world, by telling them Free this and Free that, they will know that they have to buy something else from you first before they can get your cheapskate free stuff.
You may have seen these words everywhere, “We are the Best in Town”, “Best Promotion in History” , “Best Quality in the World”. Unless you have some report to support your statement, the word “Best” will be seemed as a rather vague statement. If everyone claims that they are the best, then who is number two? Be humble, don’t start feeding on your ego. Let the customers say you the best, not you say it to all the world.
It seems very strange to see on newspapers and book titles that people are selling their “secrets” away. “Learn my management secrets” or “Learn the Secrets of Selling from Jon” or “Get a Mystery Gift when you Buy a Pair of Brand <X> T-shirts”. Why is there a need to be secretive. It seems as if you are hiding something. If people viewed that you are hiding something, they will not trust you either.
Too much sale gimmicks can make people giddy. If you are selling bed, this ad message ~ “Cheap mattresses for Sale!” ~ will not help you to bring up the sales at all. People today somehow just won’t get ‘hooked’ by the word “SALE” anymore. People don’t buy mattress whether they are best or cheap, they are buying a good night sleep. People don’t buy a travel package, they are buying a holiday getaway with family and friends. Sell the Sizzle, not the Steak. Put yourself in your customers shoes, and write words that they likely would want to hear.
“We can make a difference in you.”,”We make a Difference in the World”?? Make what difference? How big or how small is the difference? Could you elaborate a little further? So what if you make a difference, I don’t feel that.The phrase, “Make a Difference” doesn’t have a impact on your prospects at all; it is as if you are telling them that, “the water is good.” or “the apple is red”. These words lead people to nowhere. So, be very specific and tell them how different you are.
Today’s technology is tomorrow’s old dictionary. Be careful when you tell the world that your company uses the best technology in the world or the most technological product ever. Consumers won’t care if you invested millions of dollars on your product R&D technology, all they want to know if your products can help them or not.
“We help you to Optimize Your Costing Policies.”
Come again? What exactly is that? Your customers would be puzzled and will not understand what meaning are you trying to put across to them. On the internet, the phrase “search engine optimization” is commonly used by lots of marketers. Some are real people that are really good at SEO while some are not. But everyone is telling the customers that they are Optimization experts and gurus. Hence, this word is going to lose its credibility soon.
Everywhere you will see Discounts, 10% discounts, new year discount, Christmas discount, Valentine’s day Discount and so on. Bank credit cards owners will usually have a long list of merchants that are offering discounts on products when they use the credit cards. Since everybody is giving away discounts, the word “Discount” does not produce that impact on the consumer anymore. Focus on giving value to your clients instead of giving away discounts. Today’s customers are very smart to “see through” whatever promotional gimmicks you are putting in your ad messages.
Guarantee what? Your life? You may never know that as a customer you can only enjoy that lifetime guarantee offered to you by the company, provided that company survive for a lifetime. If the company that you bought the products with, closed down, you have no choice but to say goodbye to the ‘guarantee’. Some customers understands that company using “Guarantee” is only part of their marketing gimmicks. They are also aware that it is always difficult and time consuming to claim back the so called “money back guarantee.”
“We make the world’s cooling lemonade.” Who is we? Replace your brand name with the word “We” and it will look like the below:
“Frizzyce makes the world’s cooling Lemonade.”
It will make your brand clearer and people can registered your brands in their heads much easier. The other thing to use less of “We, I, Us” is that customers don’t care about you, they want to know if your products care about them. So change the words to “You” instead. Keep your Ego to yourself and show your concern to help people solve their problems through your products.
“By carefully using the right words, you can make full use of your company marketing budget, by developing creative and converting ads that will increase your market share.“