Jargon words doesn’t sell

Businesses should stop blowing smoke into our faces.

The sole purpose of advertising is to sell. Not to amuse, entertain or flatter ourselves.

How many marketing people have you seen producing ads like

“Feel the joy of living.” “Taste of the heavens.” “Things go better with X.” “Thirst stops here” “For pure pleasure! It’s perfection!”

All this ad copy doesn’t change how users perceive your product. It’s purely product puffery and doesn’t reflect at all how the market sees it as. It is out of touch with reality. It is waste of marketing dollars. And if you read my previous post about the bombardment of modern advertising, everyone is getting kamikaze’d on a daily basis. It is like World War 2 but inside your mind. Luckily, nobody dies because instead of bombs landing, its marketing junks being thrown.

The marketing junks are those example ad copy shown above. It has no value and tells the user nothing about your unique selling proposition. Any person can claim these attributes. It’s empty phrases of the wordsmiths used for ages.

The problem is that customers don’t remember any of it. They actually do not care. Unless you can scientifically prove that your product taste like ‘heaven’ or ‘pure perfection’. Brands should generally refrain from using that.

That is inside-out thinking once again. You may believe that your new cranberry line of product indeed taste like heavens, or comes from the forests of Narnia. But that only applies to you, ask any customer, and he will say “it tastes like any other cranberry.”

That is not how you differentiate from the marketplace. That is just playing with words.

Your customer is quick to know when a business is just playing with words and tune off.

Where is your selling proposition? Where is uniqueness that no one else in the market can claim? Where is the pull in the ad copy? What sort of service or product do you offer that can help your customer in their lives?

It is better if everything from your website front page, your page content, and your brand advertisements clearly reflect that. That would be pretty consistent.

The Law of Human

Marketing mediums might be different, but its concept is universally same. I name it the Law of Human, and the law of human in advertising states that whatever medium you use, you are still talking to a human in the end. A human-to-human world should use easily, understandable human language. It’s that simple!

In short, you should drive a consistent marketing approach in your brand.

What I mean is that your users should see the same message regardless of whatever medium they are at.

In addition, your strategy might want to use one bold stroke that drives the message through the user’s mind so that they cannot forget what you’re about and can clearly differentiate you from your competition. And for that I will touch onto in another post.