If everyone can say it, it's not worth saying
Here's my "acid test" for taglines, positioning statements and all other messages intended to distinguish a business or a business identity: If everyone can say it, it's not worth saying.
Another way of putting it: If no one would ever say otherwise, think of something else to say.
For example: "We're committed to quality." Well, duh. Who isn't? Or at least, who wouldn't say they were?
"Customers are number one." Would anyone ever say that customers are number two? (Though too many businesses that say "customers are number one" treat customers like number two.)
"Our people make the difference." I can't wait to see the ads that tout, "Our employees are conditioned by boredom, numbed by apathy, and greet our customers with indifference."
Go against the flow. Say something your competitors can not or will not say. Years ago, I stumbled across an ad agency that promised, "We steal market share for our clients." Wow! "Market share" is a specific, measurable focus -- not too many agencies have the courage to make that kind of commitment; fewer still have the stones to use the word, "steal." In my mind, that's a real marketing message that say's something.
Seth Godin has made a very successful career saying things others won't say. How many consultants lead with, "All marketers are liars"? He does, and he enjoys the fruits of his courage.
What do you have to say that others won't?
Another way of putting it: If no one would ever say otherwise, think of something else to say.
For example: "We're committed to quality." Well, duh. Who isn't? Or at least, who wouldn't say they were?
"Customers are number one." Would anyone ever say that customers are number two? (Though too many businesses that say "customers are number one" treat customers like number two.)
"Our people make the difference." I can't wait to see the ads that tout, "Our employees are conditioned by boredom, numbed by apathy, and greet our customers with indifference."
Go against the flow. Say something your competitors can not or will not say. Years ago, I stumbled across an ad agency that promised, "We steal market share for our clients." Wow! "Market share" is a specific, measurable focus -- not too many agencies have the courage to make that kind of commitment; fewer still have the stones to use the word, "steal." In my mind, that's a real marketing message that say's something.
Seth Godin has made a very successful career saying things others won't say. How many consultants lead with, "All marketers are liars"? He does, and he enjoys the fruits of his courage.
What do you have to say that others won't?
1 Comments:
Nice one Jonathan. I agree totally.
Another place where marketers say things that others can say is in the first line of a press release. There is more nonsense in the first line of press releases than almost any other form of writing I know. 99 out of 100 are examples of bad writing.
For example, "...the global leader in delivering cutting edge, information-centric Data Management and Reporting solutions..."
Huh? What does this company ACTUALLY DO??
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