I always try and make my business stories at least a little bit interesting. But this one is very boring. Or more to the point, about how very boring ‘very’ is these days. And how a bunch of other words and phrases like it just don’t cut the mustard in the world of marketing any more.
Things like ‘top brands, low prices’, ‘great service’, ‘best value’ and yes, even ‘SA/Australian Made/Owned/Operated’ are so generic they’re enough to put most people to… Zzzzzzzzzzzz…. Sorry, what was I saying? Oh, that’s right, they totally suck the big one. They’re rubbish. Crap. Boring as bat poo. Not worth the paper, or screen, they’re written on.
Our job as marketers is to capture people’s attention and imagination. To make an impression. And lame, every day promises just don’t do that. Even ‘Have a very Merry Christmas’ is nothing compared to ‘Have a totally ridiculously kick arse Christmas.’ Which, by the way, I hope you do.
And don’t even start me on what the morons who came up with ‘Very Premium’ were thinking. ‘Very Premium’? Seriously? That has to be the most un-very premium way of saying ‘very premium’ I’ve ever heard. Someone should be very, no, bloody ashamed of themselves for that (lack of) effort.
So choose your promises. Make them exciting. Make them original. Oh, and keep them! That helps as well. And whatever you do, have a ridiculously, awesome, mind-blowingly good Festive Season!
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