Words to avoid

Hi all. I’ve been lurking on the Soundings Trade Today site and reading Wanda’s insightful marketing blogs for sometime and thought I’d regularly add my 2¢ to see if we can all benefit more from this section. Especially in light of the fact that we’re all in the same boat, trying to make the best of our advertising resources in light of a low performing marine marketplace. With that said, did you know there are 5 words to avoid using in modern day print ads and collateral material? I’ll spare you the diatribe leading up to the logic and cut right to it. For better copy writing avoid the words Quality, Value, Service, Caring and Integrity. Surprised? I was.

Present day research (provided by Steve McKee Business Week June 06) has shown these words have become meaningless clichés that deliver empty promises and in many cases actually work against the advertiser. Yet I read them with great regularity in magazine ads and brochures. It makes perfect sense.

Savvy marketing execs have always known that a powerful ad message is one where the consumer reaches the right conclusion on his own without being told what to think. So the next time you're tempted to use one of these five words in an ad or brochure, stop and ask if there's a better way to get your message across. You may be surprised by the positive reader response.

And to keep this blog from becoming a marketing column, I won’t expound on the individual negative nuances associated with each word. But I’ll be happy to banter any responses back in furtherance of this blog.

Frank Ferraro
Brainstorms Advertising & Marketing


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