Marketing is a tough competition to get your name in the minds of consumers. The phrases used in marketing statements can range from simple facts to outrageous claims of grandeur. Everyone wants to make sure their products or services really shine. It’s important that we don’t stretch the truth to accomplish this. It’s unethical and consumers are too smart to let these practices continue to be successful. Here are 5 of those shady marketing practices that you should be wary of:
- Avoid meaningless broad boasting statements like, “We’re the best in America!” People hear phrases like that and automatically dismiss the statement as a cheesy marketing technique. They know that you have no way of proving that and are instinctively wary of any other statements you make after that.
- Avoid making claims that will instill false hope in your customers. Weight loss products are notorious for this when they say things like “She lost 30 pounds in two weeks with our supplement.” It’s a nice concept but when you look at the fine print, you see that they also state that the level of weight loss advertised is not the average amount and was attained through a rigorous workout schedule and a healthy diet. These scenarios will only lead to disappointed consumers.
- Avoid using explosive action words to explain a mundane product or service. Nobody wants to see the word “rockstar” used to describe something like a home cleaning service. You would be much better served choosing a word that conveys the concepts of reliability and professionalism.
- Avoid using phrases such as “virtually indestructible” or “near flawless.” Consumers are well versed in marketing techniques. They understand that these types of phrases usually mean the opposite of what they imply. “Virtually indestructible” really translates to “this product can break.” “Near flawless” translates to “there are imperfections in this product or service.”
- Avoid cliché phrases like “thinking outside the box.” Those sayings used to impress people but now every company makes similar claims. You need to let your products do the talking for you. If you truly “thought outside of the box,” your product’s innovative nature should be impressive enough to convey that idea without words.
The best way to beat the competition is through the use of honest and strong value statements. Provide quality products and services and only promise exactly what you can deliver. Consumers will appreciate and support the honest and direct approach.