Words have power. This is an undeniable fact. And in marketing, words are the first step in the sales process. So why waste them by using the same words your competitors use, making the same promises and claims? Isn’t it wiser to differentiate yourself from your competitor?
Though there are hundreds of meaningless marketing words, here are a few of the “worst offenders” that should be dropped from every business’s vocabulary:
Customer Focused: Who isn’t “customer focused”? We all know the value of a customer and that we should focus on fulfilling their needs. A better wording would be explaining how you fulfill customer needs. Do you offer an extended warrantee of your product/service? Do you spend more time getting to know your customer to find the right solution for their individual needs?
Best in Class: This claim is and always has been meaningless. Who is your class? Why would a customer trust this statement without an unbiased award from a third party? Instead, you should define your claims and let your customer know what you really mean. Have you won an award? Does your product outlast the competitor’s?
Exceeds Expectations: Whose expectations? Note your specific achievements, not that you surpassed a blanket group of internal goals that are not often expressed to the public. Use case studies and customer quotes, if you truly do go beyond your customer’s expectations.
Unique: How is your company unique? Isn’t every company unique in one way or another? Tell us that your specialty or experience is different from your competitors, not that you are “unique” just like everyone else.
Value Added: Value added is mere nonsense. Everyone knows that if you are paying for something, every value or asset is included in the price. If you price low for an added item or specialty, you are pricing low, but there is no free value involved.
Seasoned: Old does not equate to good. Someone could have been in the industry for decades without any added skills beyond their competitors. If you have additional experience, site it; don’t just rely on generic age.
Most importantly… make every word count. When representing yourself to customers, put yourself in their shoes. Try to think of how they would understand something. If the word/phrase causes confusion or seems undefined, leave it out. Tell the customer how your business is special, not just that it is.
If you enjoyed reading this blog, you may also enjoy, “Strategies for Marketing on a Tight Budget”
