There is a pretty interesting marketing article I read over at Business Week, Five Words to Never Use in an Ad by Steve McKee
I am betting that most of us in the apartment marketing business use one or maybe all of these. Here they are, let us know your thoughts,
Quality
This may be the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does “quality” mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it’s more about the extended warranty than anything.
The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it’s quality either way. That means every company believes it can use the word “quality” in its advertising. Too many have, and as a result, now it has become just seven empty letters.
Value
Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples — which car is the better value? It depends — on the buyer, on the purchase occasion, and on what features and benefits value is being judged. Both vehicles are good values depending on the purchase context.
Or take another industry, retail: Wal-Mart provides good value, but so does Tiffany. Value, like quality, is in the eye of the beholder, and every product or service has its own value equation. Saying “we provide the best value” is, therefore, virtually meaningless.
Service
Have you ever heard an ad promising lousy service? Of course not, which is the reason why claiming good service just falls on deaf ears. It’s funny, but the companies that make the claim of good service the most tend to be those that deliver it the least.
Of course, most organizations do have sincere intentions to provide outstanding service and commonly cite Nordstrom as the example to which they aspire. But Nordstrom is Nordstrom for a reason — the company’s entire culture and identity is built around the service concept. Nordstrom is the exception, most companies can’t get there from here, and simply promising great service won’t make it happen.
Caring
Do you really believe your company cares more about your customers than your competition does? It may feel good to say so, but the claim flies in the face of common sense. If your competitors didn’t care about their customers, they couldn’t stay in business.
It’s particularly easy for service companies to get caught up in the “caring” self-deceit because they don’t sell a tangible product. But to say “we care more” in an ad presumes that your competitors care less, which is ascribing motivations to them that can’t be proven. Consumers know this and are not only hesitant to believe your claim, they are likely to consider it bad form.
The above four words all fail for essentially the same reasons. Not only are they overused, they’re based on variables that will be different for everyone. There’s a quality/value/service/caring continuum in each person’s mind for every purchase occasion, and it is a continually moving target.
But the fifth word is different. The fifth word doesn’t work precisely because it’s not variable. The fifth word is binary.
Integrity
A company either has integrity or it doesn’t. It’s either honest or it isn’t. And most people give companies the benefit of the doubt in believing that they operate with integrity. When a company talks about integrity in its advertising it’s for one of two reasons, neither one of them good: They’re either trying to cover up some lack of integrity (which never works) or they’re implying they live by a higher standard than their competition. That’s impolite, to say the least. Every company needs to have integrity. No company needs to advertise it.
Do you want your customers and prospects to view your products and services as being high quality and of good value? Of course. Do you want them to appreciate your caring service and strong integrity? Absolutely. But every company wants those things. Those that win the hearts and minds of consumers don’t talk the talk, they walk the walk.
What you think about your company doesn’t matter. All that matters is what your customers and prospects think. The next time you’re tempted to use one of these five words in an ad, stop and ask if there’s a better way to get the message across. Using common words that have become empty cliches is a shortcut to nowhere. Just because you sell it doesn’t mean people will buy it.
Eric Brown
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications; Multi Housing News Social Media Examiner Search Engine Guide
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