May 4, 2009

Random words that should never be used in advertising - Part 1


Solutions.

7 comments:

  1. I hate the word "metrics" used in management etc.

    "We focus on team metrics to raise efficiencies" blah blah blah

    I want to replace that word with Matrix. That would be cool now.

    "We use the Matrix to raise efficiencies"

    Don't know why they won't return my calls from Head Office.

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  2. Now there's a fabulous idea. Wonder if it would work for "solutions," too?

    "Introducing Miracle Grow--your gardening Matrix!"

    I like it!

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  3. I actually work for Miracle Gro. I can't believe you just said that. You used the Matrix to know that. Wowsers...

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  4. Then you're DEFINITELY on to something...

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  5. Category Manager here today, didn't have the chance to suggest your tag line. We will get him next time. "MiracleGro, enhancing your Matrix one plant at a time." Sounds cool.

    I guess your word "solutions" is telling people they have a problem, even if they don't know it yet.

    Selling 101 teaches us not to be critical of a potential clients current supplier. If you trash them you are telling the client they made a bad decision. Selling solutions unsolicited probably isn't wise either in advertising.

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  6. I detest "solutions" mainly because it's a big, empty word. A pen is a writing solution, a kleenex is a runny nose solution. When clients ask us to include "solution" in a piece, it's usually because they want a generic word that they think will hoodwink customers into believing they're getting something extra special.

    But benefits--concrete, definable benefits--are what win customers, in the end.

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  7. I think a whole book could be written on what you just said.
    Get working on it.

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