Wednesday, 7 March 2012
The Marketing Phrase I Hate
You see it all over. It’s a platitude. It’s presumptuous. It’s trite. It’s ineffective. When you are faced with an advertising deadline and you need a catchy phrase, I hope you’ll think twice about publishing a public ad that starts with the word “YOUR.” For example, “Your hometown jeweller” or “Your source for Canadian diamonds” or “Your favorite place to buy jewellery.”
I can just imagine a consumer driving down the road when they spot your bill-board. They look at the tag-line. Their eyes open zombie-wide, when they read “Your source for Canadian diamonds.” They then solemnly repeat “my source for Canadian diamonds … my source for Canadian diamonds … my source …” as they cut across three lanes of traffic, turn their car around and seemingly against their will, they drive to your store and buy a $10,000 Canadian diamond.
We wish. The truth is, nobody wants to belong to a club that would have them as a member. By starting your ad with the word “your,” what you’re saying is; in order to become a member of your store’s valued clientele all they have to do is read your ad. I hope that being one of your valued clients carries more prestige than that.