The Market Money

By Lisa Hoffmann

If you're using the same the language as every one of your competitors, you may as well print your marketing materials in invisible ink, leave the words off your website and pass out blank business cards. Here's why: if you're relying on the same worn-out phrases and slogans used by every Raj, Kip and Mary then your marketing is a bland as overcooked spaghetti - and just as enticing.

Like cliches, overused marketing phrases lose their impact. How many times have you seen the following phrases?

"Dedicated to Excellent Customer Service"
"Satisfaction Guaranteed"
"Offering Cutting Edge Technology"
"We Think Outside the Box"

These words are like your lazy brother-in-law. They just lie there doing nothing. Have you ever seen a piece of marketing that says, "Dedicated to Mediocre Service"? Ideally, every company aims to offer excellent customer service. I imagine most high-tech companies strive to stay on the "cutting edge." These lazy words won't do the heavy lifting. You need burly, energetic, hard-working words.

These phrases aren't completely useless, however. They can act as springboards for effective copy. A key to writing marketing with impact is to think like a customer. So try converting each overused phrase into a question. How do you offer excellent customer service? How do you guarantee satisfaction? Now answer those questions in your marketing piece.

If your dedication to excellent customer service includes free gift wrapping, say it. If your satisfaction guarantee means that you always call to follow up after painting someone's kitchen and that you'll return for touch-ups if necessary, let your customers know that. If you visit trade shows three times a year to stay up to date, don't keep it a secret. Share it with the people you're trying to convince to choose you over your competitors.

You can make your marketing stand out like cacti in a clover patch simply by forgoing lazy phrases in favor of a message with muscle.

Lisa Hoffmann is chief copywriter for PRstore, a full-service retail marketing franchise with 41 stores in 18 states. PRstore makes professional marketing accessible to small- to medium-sized businesses by offering products a la carte and eliminating the pricey retainers often required by traditional marketing agencies. For more marketing and business tips, visit the PRstore blog at http://prstore.typepad.com/marketing_made_simple To take your marketing to the next level without busting your budget, visit http://www.prstore.com to locate a PRstore near you.