We’ve all been there. A meeting is called to discuss marketing strategy, and the result is a carefully crafted value proposition, brand promise or campaign strategy that is nothing more than a series of carefully connected buzzwords:
Our commitment to excellence provides exceptional value to our customers.
Our innovative product design and best-in-class sales team provide service and quality that exceed any customer’s need.
We are driven to provide the best customer service in the industry.
Trust and confidence built on a history of innovation.
Our people make the difference.
We do the right thing.
Who wouldn’t say they do the right thing? What company doesn’t believe they are committed to excellence? How many organizations try to claim that their people are different and better than everyone else? Are these referring to a bank, a car or a box of cereal? These statements satisfy everyone but inspire no one.
To develop a more powerful marketing strategy, first understand what your customers truly want, and then articulate how you solve that problem or address that need better than anyone else. If you ban the top 10 buzzwords from your strategy meetings, you are one step closer to a relevant and inspiring statement that will set you apart in the marketplace.
Here are my nominees for the top 10 marketing buzzwords.
What buzzwords are on your list?