“Words are important” is something I have been saying a lot lately. Misuse of words. Random use of words. Repetitive use of words — all minimize the promise. What we do in the marketing business and the advertising business is attempt to find a creative use of words. Words marketing thought leader Bob Gilbreath might call meaningful.
Nine tenths of marketing is words, so you’d better get them right. One of my colleagues read me an email he received yesterday from an unknown spamming technology company. The email explained they offered the lowest price and custom solutions, they cared about what he cared about (if they did, they wouldn’t have spammed him), and listed every other marketing promise in the book. And for good measure they repeated one or two. We both giggled. A colossal waste of time. It was customer benefits-palooza. “How could anyone not want our product/service” a would-be marketing director might ask?
The answer is — no one would care. Because the email was written in the contemporary foreign language called marko-babble. You can’t connect with buyers by using words strung together in marko-babble. It’s not a language.
Now I’m going out to look for some authentic friends. Hee hee.