Here’s a little marketing something to think about – and we have Google to thank for it. Google has digitized over 5.2 million books in English, French, Spanish, German, Chinese and Russian – all published between 1500 and 2008. That data repository accounts for 500 billion words, one million of which are unique to the English lexicon. The tools that will let users and academicians study and map word usage is tres cool. But that’s not the point.
Were Google to take all of the words ever used in advertising over the last 100 years and map them, we’d see something quite interesting. Lots of “sale,” “quality” and “tailored to meet your needs.” I mean lots. These words make up a song that has really burned out consumers’ minds. The algorithm allows us to click to “sale, “quality” and “tailored to meet our needs,” so we really need to select our ad copy and creative carefully.
The revolution is not that advertising sucks, it’s that advertising needs to evolve. It needs to be in the hands of the artful. The business must change for the better. The application of technology and art in new and rational ways is our future. Words are important, but they need to be applied with pictures, video, song, pod and cast in ways never before seen. Should be a fun ride. Peace.