Five words to ditch in an advertising pitch
If you have to tell them, you don’t have them
I recently found an oldish article by Steve McKee on Bloomberg BusinessWeek about five words that really shouldn’t be used in advertising: quality, value, service, caring and integrity. Written in ’06, this article still rings true today.
Let’s briefly examine each word and see what the hullabaloo is all about.
Picture courtesy of Flickr user Mykl Roventine
Quality
McKee points out that every product being advertised has some version of quality. His article mentions high-priced items, such as a Lexus with its handcrafted finishes or über-smooth ride, versus low-priced quality, such as the Hyundai extended warranty plan. Both products offer quality of some sort. The perceived quality is a bit subjective because one person may be interested in plush seats while the next buyer only cares about not having to pay for service in three years instead of seven.
Then there’s the issue of high-quality products versus low-quality junk. And really, no one’s going to advertise that they sell low-quality junk, are they? So telling the targeted audience that your stuff is high-quality stuff isn’t what’s going to get them to buy. Detailing what the high-quality stuff is — made with Italian wool, heat-resistant up to 1800 degrees Fahrenheit, able to leap 80-story buildings while putting a four-course meal on your table — will get them interested.
Value
I know of at least one company that puts the word “value” on just about every piece of literature about their products and services. Is that truly effective? Doubtful.
Who decides whether something is valuable or not, the seller or the buyer? One or more buyers may have told the seller that the offered product or service is, indeed, a good value. But it’s ultimately up to each buyer to decide the innate value of what’s offered. And what is a terrific value for one person may not ring true for the next. Don’t bother telling them you offer exceptional value; tell them, rather, what that exceptional value is, and then back it up by providing it.
Service
Advertising that promises great service is just that: a promise. Saying that the customer will get great service — or better service than what they’ll get from the competition — is not a great selling point because unless and until they experience otherwise, customers assume that you will treat them fairly, promptly and courteously. And if it’s in the advertisement that the customer will receive top-notch service, it’ll be that much easier for the customer to find something to complain about. (“Your ad said top-notch; you call this top-notch? Who you kidding?”)
When it comes to service (and, really, everything else on this list), perhaps the smartest advertising move is to underpromise and overdeliver.
Caring
This one is touchy. Or maybe just touchy-feely. Saying that you care about your customers is akin to saying that you offer great service — it’s expected of any decent company. It’s a bit like asking someone to trust you. And if you’re anything like me, you don’t trust anyone who says, “Trust me.” If you do trust those who ask for your trust, perhaps you also believe those who pepper their phrases with “actually,” “to tell you the truth,” “in fact” and “for real.” Why are those phrases necessary? They simply imply that what’s just been said is, indeed, true. Does that mean that all that came before is either flat-out wrong or should be questioned?
Don’t tell them that you’re telling them the truth; just tell them the truth. Don’t tell your customers how deeply you care about them; just care about them. Your actions speak much, much louder than that four-letter word.
Integrity
Integrity doesn’t rely on the customer to decide whether you have it or you don’t. You either do or you don’t. No gray area here.
Are you honest in all of your business dealings? Great — you’re full of integrity and it shows. Your customers will sing your praises all over Facebook and Twitter, not to mention through the telephone and during casual bump-ins with friends.
Do you dabble in shady deals and half-truths? Your ticket’s numbered and you know it.
A final note
As McKee points out, “what you think about your company doesn’t matter.” You can tell your potential customers how caring you are and how fantastic your service is until your pen runs dry, but what counts is their opinions. Tell them the benefits of your product or service. Share with them the results of those who have tried what you sell. Give them hard numbers, honest facts, real quotes from real people. Offer them a fair price for what you sell. And choose your advertising words carefully, putting yourself in your customers’ shoes. Would you believe what you write? If so, go for it.
If you have them, you don’t have to tell them.