>>consumers just tune them out.<<
Not really – if these words are used just to create hype and try to make the prospect believe that the offer is good quality and offers good value, your statement is corect, but
as a consumer I am concerned with the real quality, service and price. Maybe using testimonials from happy customers could enhance the customers experience and result in better sales.
Quality. Service. Value. Who needs them?
It’s time to stop beating your chest in your marketing.
There are some words, like quality, service and value that are so overused in marketing materials that consumers just tune them out.
They’ve lost all meaning and credibility and using them can actually hurt you. They don’t enhance your message, they cloud it.
These words have been so watered down and are so generic that the consumer makes the assumption that you don’t really have anything to tout, so you’ll just pulling out the generic words to take up space.
That doesn’t mean you cannot market your quality, commitment to service or value.
Just find other ways to get the message across. Let your customers talk about your quality. Let satisfaction survey results brag about your high level or service. Do price comparisons or a 110% price difference refund speak to your value.
Live them. Just don’t use the words.
Author: Drew McLellan (35 Articles)
Drew McLellan gets branding and marketing and he really wants you to get it too. So for the past 20+ years, he’s told stories, asked questions, and milked sacred cows. All to help clients discover their brand so they can create authentic love affairs with their customers. Considered a national branding expert, Drew is a highly sought after speaker and has given about a zillion presentations at national conferences, key note addresses, training for his peers in the profession, college students and even his daughter’s tenth grade class. Over the years, Drew has lent his expertise to clients like Nabisco, IAMS pet foods, Kraft Foods, Meredith Publishing, John Deere, Iowa Health System, Make-A-Wish, University of Central Florida, SkiDoo and a wide array of others. Today, he and his agency work primarily with BtoB clients who recognize the power of knowing and living your own story. Blog: http://www.DrewsMarketingMinute.com E-mail: drew@mclellanmarketing.com Twitter: http://www.twitter.com/drewmclellan Facebook: Drew McLellan
8 comments - add yours
Santa
November 26, 2008
Jessica W
November 26, 2008
Well i am sure there will be always different thoughts about this, but it is obvious that people are more and more looking for real things, results and methods that are proven and working.
Jay Ehret
November 26, 2008
Quality, service, value are the starting points for doing business. They are not marketing materials. The toughest, and most valuable, thing for a business to do is decide what they promise to deliver beyond their product/price/service.
Ed Roach
November 26, 2008
Perhaps the consumer doesn’t trust quality, service and value because they rarely experience all three at once. It’s as though business is saying, “quality, service and value – pick one!” I think Jay puts it nicely.
Drew McLellan
November 27, 2008
Santa,
Of course, we all care about quality. I don’t disagree with you there at all. But when a company drones on about their quality, we tune out. Or worse, we think that they don’t really haven anything relevant to say to us.
Testimonials are a much better way to communicate the same message.
Drew
Drew McLellan
November 27, 2008
Jessica,
Very true. Especially in these economic times, we want to buy proven products. But, the words quality and value have been so over-used…we don’t really put a lot of stock into a company that keeps promising them.
Unless of course, their promise has some teeth — something we can measure or see. Then, that’s a message we do care about.
Drew
Drew McLellan
November 27, 2008
Jay,
Agreed. But too many companies, who haven’t bothered to figure out how they are better (assuming they are) or different — lean on the quality message as the default.
And of course, we jaded consumers know exactly how that works, so they tune out the quality pitch.
You’re very right. Tough to do. To dig deep enough to differentiate yourself. But it’s the only way not to be a commodity.
Drew
Drew McLellan
November 27, 2008
Ed,
I think consumers are smart enough to know when companies use mediocre buzz words like value and quality — they know they’re about to be subjected to an uninspired marketing.
I believe companies demonstrate quality and value. They don’t talk it.
Drew
