Web.Search.Social: The Marketing Magazine For Smart Businesses
Your free online resource for expert marketing insights
Bill Gates wrote the original “Content Is King” article in 1996. Love him or hate him, he was correct. He said people “must be rewarded with deep and extremely up-to-date information that they can explore at will” and “those who succeed will propel the Internet forward as a marketplace of ideas, experiences and products – a marketplace of content.”
Last year, a Boy Scout named Donovan, who couldn’t have been more than 11 or 12, knocked on our door and said he was selling popcorn and other treats to raise money for the Boy Scouts and our troops. I expected to see a tattered catalogue, but my jaw dropped when he pulled out his iPad and started to go through his presentation.
It doesn’t matter if someone is reading, viewing or listening to your marketing, or having a conversation with you or one of your employees. One of the best ways to lose a potential customer’s interest is by using clichés. I’ve compiled a list of the 10 Worst Marketing Clichés that I still see and hear every day.
Whenever I discuss marketing and copywriting in particular, I always say it’s a science, but it’s not rocket science. That includes your call-to-action. The anatomy of a call-to-action isn’t very complicated and it doesn’t take an MRI to diagnose the problem, but a poorly conceived and executed call-to-action can throw a serious monkey wrench into your marketing.
Many business owners make the mistake of thinking of their marketing copy as a DIY project because they know more than anyone else about their business and they can type. There are dozens of reasons why this is a bad idea, but I’ll focus on six reasons why business owners should avoid donning the big red cape.
In honor of barbecue season, a season held sacred by this writer/grillmaster, let’s take a look at your marketing copy from a completely different perspective. Put away your red pen and grab your grilling fork and tongs. Metaphorically speaking, are you working with filet mignon or sausage?
Marketing your product or service with a message focused on price is an easy formula, which is why we see and hear these kinds of messages all the time. Just attach a price point and a brief description to a product. This may result in a short-term fix, but a price-focused marketing message has some serious long-term drawbacks.
I always advise business owners to go through every marketing piece and remove any copy that’s unnecessary, awkward or irrelevant to their core marketing message. Then, go back and cut even more. This forces you to really focus on what’s most important to your target audience and keep your message clear and concise.
An authentic, naturally delivered testimonial is a great way to bring positive word-of-mouth to your marketing mix, from your website and Facebook page to YouTube and commercials. A rehearsed, scripted testimonial that says everything the boss wishes someone would say often comes off as phony and can damage your credibility.
Does your marketing focus on your business, your services and your qualifications? In other words, are you inadvertently using your marketing to brag? Do you fill in the blanks with meaningless advertising clichés like “highest quality”, “professional staff”, “conveniently located,” and “for all your (fill in the blank) needs”?
