Cut the B.S. if you want your marketing to make an impact

Not to get all preachy, but I'm not going to beat around the bush. If you want your audience to "get" what you do - cut the B.S. (Boastful Superlatives)

Terms like best, greatest, terrific, excellent, or outstanding don't set you apart - they send you into the background noise.

Think about the last time you heard a line like

  • We're the #1 company
  • Our company is committed to the highest quality
  • We pride ourselves on our excellent customer service

Did hearing a line like this compel you to buy? Probably not.

Esoteric terms like these simply don't have the interrupt factor that is needed in today's marketing. If everyone says they're the best, what objective decision-making power are you giving your prospects?

Case in point - recently, I was in the grocery store on a mission to find pre-moistened cleaning cloths. I turned over the bottles to read the product descriptions on several bottles and got a lot of B.S. (boastful superlatives).

The only exception was a brand called Method®

Method Cleaning Wipes
Method Cleaning Wipes

What got me? The first line of their promotional copy.

"No rubber gloves required. In fact, we're against cleaning with rubber gloves."

This message wasn't fluff about how their product was the best and the greatest - instead it jumped out and seemed to speak specifically to me (I really hate cleaning with rubber gloves).

The more I read, the more I identified on a deeper level with this product and company. I was actually excited to buy them, get them home, use them and then buy more.

Product descriptions are easily overlooked in a company's marketing efforts - and that's a shame. The words you use have such an impact on your potential clients. When done correctly - like Method®, it's a golden opportunity to build brand loyalty with your potential customers.

So from now on, read the product descriptions. Take note of which ones jump out at you and start writing like that. Your prospects (and your profits) will thank you for it.