When asked why your company/service/product is better than the competition the standard answer always seems to include the words: innovation, experience, or quality. All of these adjectives may or may not accurately describe what you’re trying to get across, but how do those words show the difference between you and your competition? It’s not the meaning of the words that I have a problem with, just the mediocre descriptions of companies using those words…
Innovation:
This is the most overused word within the realm of marketing and business. By definition innovate means to introduce something new; make changes in anything established (according to dictionary.com). It’s like saying “we don’t exactly know what it is we do, so we use fancy words that don’t really mean anything to try and impress you…” Innovation could mean that you just got an iPod, that you designed a prototype for NASA, or that you’ve recently discovered that employees perform better when wearing green leotards and tap dancing to Gershwin tunes. In other words, be specific about why you think you’re innovative. Give examples of improvements you’ve made to services or products and explain why they kick ass.
Experience:
Sometimes experience can cause companies to get lazy, fail to evolve with the market, rely too heavily on past experiences instead of continually growing and searching out new ways to improve their products or services. What experiences have shaped who you are, how have you adapted to changes? Sharing failures and how you’ve overcome them show that you know how to utilize your experience for the greater good of your company, and therefore your clients’ companies as well.
Now that I’ve gone on too long about my hatred of hollow marketing words, I don’t have space (or the interest of you, the reader) to complain about the word “quality,” but you probably get my point by now.
K: I will say this about the word quality: Most companies who use it don't have it.
To recap: when describing your services, products, or company in general, lean toward more specific examples of how you’re innovative, have more experience, or have a higher quality product. It will mean more to your clients, customers and your bottom line. It also forces you to delve into your strengths, and the differences between you and the competition, which is a great start to any good marketing.
Below is IBM's take on empty marketing terms. I applaud this entire campaign.
K: Personally I love the Nissan campaign Shift_Your World. I believe they thought out the useless word box and made a montage of words and images to create a stunning and clever campaign.
Innovation:
This is the most overused word within the realm of marketing and business. By definition innovate means to introduce something new; make changes in anything established (according to dictionary.com). It’s like saying “we don’t exactly know what it is we do, so we use fancy words that don’t really mean anything to try and impress you…” Innovation could mean that you just got an iPod, that you designed a prototype for NASA, or that you’ve recently discovered that employees perform better when wearing green leotards and tap dancing to Gershwin tunes. In other words, be specific about why you think you’re innovative. Give examples of improvements you’ve made to services or products and explain why they kick ass.
Experience:
Sometimes experience can cause companies to get lazy, fail to evolve with the market, rely too heavily on past experiences instead of continually growing and searching out new ways to improve their products or services. What experiences have shaped who you are, how have you adapted to changes? Sharing failures and how you’ve overcome them show that you know how to utilize your experience for the greater good of your company, and therefore your clients’ companies as well.
Now that I’ve gone on too long about my hatred of hollow marketing words, I don’t have space (or the interest of you, the reader) to complain about the word “quality,” but you probably get my point by now.
K: I will say this about the word quality: Most companies who use it don't have it.
To recap: when describing your services, products, or company in general, lean toward more specific examples of how you’re innovative, have more experience, or have a higher quality product. It will mean more to your clients, customers and your bottom line. It also forces you to delve into your strengths, and the differences between you and the competition, which is a great start to any good marketing.
Below is IBM's take on empty marketing terms. I applaud this entire campaign.
K: Personally I love the Nissan campaign Shift_Your World. I believe they thought out the useless word box and made a montage of words and images to create a stunning and clever campaign.
2 comments:
Look at political campaigns. Whether it be "family values," "fairness," or "national security" too many words are predictable and meaningless or, in the worst case, full of meaning that have nothing to do with their dictionary meaning. The most annoying right now is the candidate of "change." He inspires with soaring tonality and rhetoric, injecting the word "change" in every other sentence. But a simple reading of the words indicates nothing of substance. It's simply a vacuous emotional ride dependent upon people's suspension of self worth and a belief that without this product of change, their life and this country is worthless. Whether it be product marketing or politics, our language has been turned against us in so many ways. That's why unique ads such as the Career Builder ad where the city attempts to block the rising Monday sun is so compelling and refreshing.
I've really enjoyed IBM's campaign too. The 'Buzzword Bingo' resonated with me since I enjoy watching others use these terms. I was raised to be a harsh critic of cliche's. And that is what these words have become. The english language is too rich to be unable to say precisely what you mean.
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