Just the other day I was leafing through a popular magazine, marveling at the amount of absolute GUNK that celebrities pump into their faces these days. At some point, the bloated lips, cheeks, and cleavage just become a huge distraction, making you forget about anything important that the person might be saying or doing.

Hmmm.

That makes me wonder:

Is all the fluff in your marketing content diverting your customers
from the real core of your message?

I’m not talking about jargon here—I addressed that in another post. The problem surfaces when well-meaning stakeholders insist on wedging meaningless “comfort phrases” into new marketing copy. Often, organizations get so dependent on five or six key descriptors that have been used over and over for years, and they can’t imagine how to describe the company, product, or service without them.

My advice in these cases is to just shake it up, baby:

• Blow the dust off your old messaging strategy, and liven it up
• Bring in a set of fresh hands to do some writing for you
• Keep your mind open to new ways of talking about your offering
• Identify those comfort phrases and kiss them good bye

After you’ve recovered from the trauma of letting go of the do-nothing verbiage that was lulling your customers to sleep, I think you’ll be thrilled at the response you get. A fresh tone and smart, unexpected turns-of-phrases can really make your customers sit up, take notice—and take action.

So g’wan. Try it!

(Oh, and are you following Poppermost on Facebook? You should be!)