PR Guru Adam Schiff studied hundreds of thousands of websites with the purpose of discovering their unique value proposition. His conclusion was that buzzwords do not improve marketing, they worsen it. Prospects get negatively triggered by buzz words and view the offering less favorably.
Here are the ten words not to use in marketing and sales:
# 1. Leader
# 2. Leading
# 3. Best
# 4. Top
# 5. Unique
# 6. Great
# 7. Solution
# 8. Largest
# 9. Innovative
#10. Innovator
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Buzzing- I never use any canned words or phrases. All of my success in sales comes from speaking to each potental customers specific ” language”.
100% of my sales and relationships come from the instinctual trust people have in me. This can’t be taught and it can’t be faked.
Happy to discuss
I am a existing vp of sales and a owner of my own company, I have always taken pride in my sales staff making money.
I can understand and appreciate that the above Busswords could and would have a negative marketing effect. What would you use instead? Excellence, Demanded, Desired, Needed, etc.
I think the reason these words are viewed negatively by prospects is that there is an inherent claim embedded. Who says it’s excellent or demanded? The guy selling it? That’s not a credible claim until the client trusts you, right?
As mentioned above, these words are merely platitudes or jargon that you and any of your competitors can claim. You must establish a marketing dominating position. We use what we call the profit equation; Interupt+Engage+Educate+Offer=Optimal Marketing Message
I prefer the term prescriptive. Talk to clients about what they do, discuss, assess, and prescribe solutions addressing each pain point.