Sons Of Pioneers Are Great Men
Please, please, please, all marketing and PR folks read and take heed of Dave Haynes’ excellent piece over on his new pressDOOH blog ‘Buzz, Not Buzzwords‘ where he lists (and details why) the 10 phrases to be avoided at all costs…
- CONTENT IS KING
- LEADING
- REVOLUTIONARY
- LEADING EDGE
- NEXT-GENERATION
- PIONEER
- TURNKEY SOLUTION
- SCALABLE
- COST-EFFECTIVE
- BEST IN CLASS
August 17th, 2009 at 14:57 @665
All points well made, and I do agree to an extent, but these are the types of phrases that are more likely to infuriate and lose meaning for us marketing folks and those of us in and around the industry. We’re not marketing to each other, we’re talking to an audience that’s not yet fully accustomed to digital signage.
Using cliches and ubiquitous phrases may well be old hat but sometimes using one or two does the job of explaining exactly what we want to convey, concisely, to an audience that can relate to them. The real trick is then explaining why they are benefits to the client, and providing examples that prove that EnQii is a leading, next-gen provider of turn-key solutions that are scalable, cost-effective and pioneering. 😉
What people like Dave can do very well, is take a company’s existing collateral, no doubt littered with marketing faux pas, and turn it into intelligent, benefit-lead copy that communicates why our industry and the constituent players constantly deserve more attention.