Never Use This Phrase in Your Marketing

I very seldom use the word never, but I am using it today because I feel so strongly about this phrase.  After hearing it this morning, I was prompted to write about it today.  The phrase is “We have everything you need.”  You may have heard other versions such as “For all your (fill-in-the-blank) needs,” “The only store you need,” or “Your one stop shop for (fill-in-the-blank).”  Any version has the same impact.

None.

I understand why businesspeople use these words.  They want to communicate that their business has an extensive selection, and, therefore, the customer can find “everything” at their stores.  They want customers to shop only their stores and think that making this statement will help accomplish that goal. 

In truth, they are just wasting words.  The word everything indicates too much.  What store has everything?  That is not possible and, thus, unbelievable.  Everything is also vague and general.  Everything of what?  Oh, that’s right.  Everything I need.  How does that store know what I need to say nothing of everything that I need?  Again, that is unbelievable.  I don’t even know everything I need.  If I hear of something new tomorrow, I may feel that now I need that item.  Yesterday, I didn’t think that I needed it.  I didn’t even know it existed.  How did the store’s management know?  

Did the store’s management add the item to the store’s stock because of me?

Of course not.

Actually, what the store’s management did in using the phrase is lose an opportunity.  They used meaningless words, “Everything you need,” instead of specific words that tell customers exactly what they can find at the store.  All target markets have particular items that attract them.  Citing those items communicates clearly to customers that the store has what they want.  They get the message and react positively to it.

Meaningless words do not get a reaction.  They do not encourage customers to frequent the store.  They also indicate that management has not thought through the message that they want to convey to get customers into the store.  Instead of identifying the store’s market and thinking through what the store offers that market, management is merely throwing out some words to create an ad. 

Management is not placing value on the words employed in communications with customers.  I call these $100 words.  However, these words may be worth much more than $100 because of the revenue they generate.  Specific words in a message prompt customers to contact the business.  These words are priceless.

Seek them out and use them wisely.

This week's marketing trivia challenge is What specific words have helped you generate revenue?  E-mail me your answer.

Non-specific

In the height of the do-it-yourself season, I heard a commercial that targeted this market well.  The commercial is for Patio Town.  Spokesperson Elizabeth Reis says these lines:

• “You have questions; they have answers.
• You have a budget; they’ll stick to it.
• You have a vision; they’ll make it a reality.”

She ends with the stores’ tag line, “Patio Town where you can do it yourself, but you’re not on your own.“

All of these points directly appeal to do-it-yourselfers.  First, they have questions.  Assuring them that your company offers the answers is important to them.  Second, often do-it-yourselfers have budgetary concerns.  Acknowledging that point also speaks to them.  Thirdly, many do-it-yourselfers have a vision of what they want but have no idea how to achieve it.  Accepting the responsibility of making their idea a reality positions the company as working with the customer.

This leads into the tag line of doing it yourself but not being on your own.  Promising to help rather than sell product projects an ongoing relationship upon which the customer can rely.  It answers customers’ questions of “What’s in it for me?” to do business with Patio Town rather than another business.  It gives customers a reason to return to Patio Town time after time. 

Instead of saying a cliché line such as “for all your do-it-yourself needs,” the commercial projects that Patio Town is the place to buy do-it-yourself supplies.  The customer will get more than the product at Patio Town.  The customer will get help, too.

Many commercials do not do this.  These commercials use general, vague words that do not communicate “What’s in it for me?” to customers.  Non-specific words do not give customers reasons to buy.  They do not speak to what the customer wants.

Carefully review your commercials and ad copy.  Does your copy tell your customers “What‘s in it for me“ to do business with your company?  Is your copy specific?  Does it give your customers a reason to buy and to return?

If not, change it so that it does.       

This week's marketing trivia challenge is What copy have you experienced that answered ‘What‘s in it for me‘?  E-mail me your answer.