A Reputation for Quality, and other meaningless marketing phrases.

Marketing in general is filled with too much fluffery. You see it in taglines and slogans, in promotional and advertising copy. If you are going to say something, you should say something with meaning. Here is list of some useless marketing phraseology I hope you are are not using. I have also included corresponding thoughts of customers.

Photo credit: Flickr photo by atomicjeep

“A reputation for quality.” – From where?

“We stand behind our product/service.” – Really? I prefer you get out in front and serve me.

“Believing in people.” or “Believing in friendships.” – I believe I should have a million dollars. Belief and action are two different things.

“We put out the welcome mat.” – Is that all you have to say?

“Everything you love and more.” – Then it’s probably stuff I don’t want.

“Expect great things.” – I already do. Would you please deliver great things?

“We beat any deal.” – Liar

“The highest quality.” – Prove it.

“Now even better.” – Were you not that good before? Is there still room for more improvement?

“Committed to your success.” – How, exactly?

Look back over the above list. Could you even picture a specific business? No, because none of these phrases have any meaning. Well, you may have guessed “We beat any deal” was from a car dealer…any car dealer.

The thing is, you should not waste your money on advertising, or people’s time, with meaningless marketing phrases. Avoid fluffery and say something that gives insight into your business.

Now, feel free to add your own to the list.

For more on marketing with meaning, I suggest:
Where All Kids Fly, and other meaningful marketing marketing messages.
A Great Tagline is Your Best Brand Communication Tool
Case Study: How to Get a Logo That Defines Your Business

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