Andrea Durrheim

Perhaps my own business’s slogan should be: “I write, you pay me,” or “Content for profit.”  At least it would be refreshingly honest!

Of course, I could go mainstream with something like “Innovative content for you,” or  “The best content: because you matter.” Sounds good? Awesome! I’ll put that on my logo!

So, what was that outburst all about? I’ll tell you!

The Meaningless Marketing Language Contagion

We’re so programmed to accept meaningless marketing language that before we know it, we’re using it. It’s as if, having latched onto a few things we think a business should be, we forget to talk about what our businesses really are – and the resulting loss of authenticity is apparent to all but the least critical of readers. 

Sticking to tired old words and phrases that we’re parroting because we think they seem “professional,” “businesslike”, or (wince) “cutting edge” leads to the loss of a golden opportunity to tell the world what we really do well.

By trying to impress, we fail to express what really makes our businesses stand out and what makes them unique. And, it has to be said, few businesses have succeeded in navigating the pitfalls of marketing language. 

Here are some of the words and phrases that give me an eye-roll moment and that, to my sorrow, I have used on the insistence of customers. 

“The Best”

It seems to be something that we say because we assume we’re writing for people who are reading with their brains switched off, and they’ll just swallow anything we tell them. There are so many businesses claiming to be “the best” or offering “the best” products and services that most readers will ignore the sheer egotism of the statement. 

If you’re going to say your business is the best, you need evidence to back that statement up. And surely, it’s up to our customers to decide whether we fit that description – so we’re talking third-party evidence too.

Do I offer the best freelance writing services? I think they’re pretty good, but since I don’t even know what the work of the “best” freelancer in the world is like, and deciding who is the best is subjective, it’s not a claim I’d like to make.

I know that some of my customers think I’m the best freelance writer they’ve worked with, and I’m flattered, but that’s still not enough evidence on which to base an absolutist claim. 

“Innovative” 

There are times when businesses really deserve to be seen as innovative, but that poor, overworked word is all too often used in contexts that have nothing to do with innovation. When you see it, your next question should be: “Why?” 

Try it! The next time you see a business glibly offering “innovative solutions” ask for examples and decide for yourself whether they really use new, advanced, or original ideas.

“Solutions”

When people buy something, they’re doing it to solve a problem or because they have an unmet need or want. In this sense, just about any business offers solutions, and once again, the word is terribly overused. It’s frequently coupled with “innovative” for a double dose of cringe, at least, for those who frequently read and think about what they read. 

I’ve encountered more “logistics solutions,” “business solutions,” and even “seafood solutions” (I’m not kidding, and I never realised that seafood was such a problem) than you can shake a stick at. It’s not wrong to say that your business meets a need, but so do all other businesses. It doesn’t differentiate you.

By the way, I offer freelance writing solutions. Did that enthuse you? I’m guessing it didn’t, but it had to be worth a try. 

Should you use the word? My personal opinion is that you should only do so if the problem you solve is a particularly unusual and knotty one. 

“Creative”

Yes, yes, we’re all creative and special and unique. Show me a business that doesn’t think it’s entitled to use the word, and I’ll be somewhat surprised.

Admittedly, “creative auto mechanics” might put me off a little. And “creative accounting” would make me run a mile. But, when there’s no cast-in-stone method for doing a thing correctly, you’re almost sure to see the word “creative” popping up along the way. I don’t think it really adds any value. 

“Exceeding Customer Expectations”

Would it surprise you if I said I don’t want my expectations to be exceeded? I might not mind if I find out that a product I bought is better than I thought it would be, or that the business I bought it from offers better service than I expected, but that’s for me to decide. Plus, modern marketing being what it is, “exceeding expectations” has an ominous ring to it. 

What do you expect when you buy a product? You expect reasonably good service, a smooth transaction, and a purchase that performs to expectation. If you have issues, you expect them to be addressed. A business that fulfills these expectations is doing a good job. I don’t think customers want anything more than that.

Avoiding Cliches Can Be Hard – But You Probably Should Try

Having marketing copy that sounds just like other people’s makes your business boring. Most people won’t subtract any approval points for your business’s choice of cliched and often-illogical language – after all, they’re so used to it. But being original makes you get noticed. 

What you do once you’ve got your prospective customers’ attention is up to you. Perhaps you really will exceed their expectations (in a good way), and you might even leave them thinking that you’re the best: creative, innovative, and able to offer the best solutions. Ask them to put it in a review, because that’s where it belongs.