* Managing Expectations. (It’s going to be delayed)
* Paradigm shift. (When everybody agrees with an idea that is about to be disproved.)
* …and more. (That’s all.)
* Not available in stores. (They didn’t want it.)
* Don’t try this at home. (Go ahead. You know you want to.)
(See the full list here.)
We’ve all heard these before. They roll off a marketer’s tongue like water off a duck’s back. We see them everywhere. They’re so pervasive we don’t even notice them.
They they mean nothing. (They’re funny when used as they are in Matthew’s post.)
Most advertising I see contains a healthy dose of empty verbiage like the above. They do nothing to achieve the purpose of the marketing piece. They don’t move people to action. They tell the customer nothing useful.
So, why do we populate our marketing with useless words? Why do we clutter our messages with fluff that offers no value?
* We get rushed and the deadline becomes more important than anything else.
* We’re not sure what our message is and we have all this space (or time) to fill.
* We’re afraid of getting sued.
* We’re not sure why someone would or should do business with us.
* We’re not confident in our product or service.
* We don’t want to take a risk, in case we fail.
* We’re just not creative!
* That’s the way everyone else does it.
* We’ve always done it that way.
Whatever the reason is, we should always keep our “fluff filters” on high. Read and re-read everything you create to market your product or service. Have at least three other people read it too. (Make sure they’re direct people who will tell you if it’s lousy!)
When we inflate our marketing with empty phrases, we’re disrespecting our customers. We’re wasting their time. People are busy. If we want them to spend their time hearing our message, we should give them something they find useful.
Give them information like how will your product or service help them. If you know what your customers want (and you should BEFORE you start advertising) then your marketing message should help them clearly see how you can help them get it.
Review all your marketing messages against this standard. Nothing else matters.
Remember what the old Wendy’s commercials used to say? “Where’s the Beef?”
Make sure your marketing message has the beef, not the fluff. You’ll get much better results.