The World’s Greatest Burger! It doesn’t make sense to communicate what you can’t deliver.
That’s a turn off.
Recently, an upscale fast food coupon landed in my 3:00 mail drop. Upon first glance, my eyes zeroed in on the price point. But in reading further, the advertisement/coupon read: The “World’s Greatest Burger.”
Wait a minute. As a marketing writer, that turned me off.
Here’s why: the offering is from a nationwide chain. We’re talking a big, major, national advertising budget. “The World’s Greatest Burger?” It’s not wrong necessarily. It just seems too easy. It seems generic. And it’s making an unsubstantiated claim. I was surprised. Then I immediately thought: couldn’t they do better than that?
We don’t do fluff. We do clever, but we tell the truth.
My clients, upon hiring me to write their website or direct mail or advertising campaign, frequently mention they don’t want “fluff.” They simply want to say what they do. And they should. However here’s the dilemma. Writing about what they do isn’t necessarily going to sell anything or gain awareness for their product or service offering, which is why they are hiring me to write. But to clarify: I don’t do “fluff.”
“Fluff” and “clever” are two different things. You can always do clever, and I do, but I do clever while telling the truth. It doesn’t make sense to communicate what you can’t deliver.
Effective marketing communications get you noticed.
In creating any effective marketing communications copy, you want to:
- Differentiate your client’s value from their competition, because believe it or not, many companies either actually do the same thing or are perceived as doing the same thing
- Speak directly to the needs of their targeted customer base, or target audience because it’s always about what’s in it for them
- Get your client noticed
This famous line is clever and it’s the truth. For those of you that remember the jingle: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun” – it got the attention of the customer base and differentiated the product and company in a distinct, very successful campaign.
It doesn’t make any sense to just be clever. Your target audience expects more from you.
To support what I’m saying, I default to the great David Ogilvy of Ogilvy & Mather fame: “Original thinking in marketing is great, but not just for the sake of being witty or clever. If you aren’t thinking about connecting with your audience, building trust and selling your products or services when you sit down to write marketing copy, you need to reexamine your motivations. Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.”
Ask for content that makes sense. That can be powerful in itself.
Cindy Stephens, principal of A Good Writer, LLC has over 15 years of experience creating marketing communication strategies and has differentiated businesses in over 40 industries with content that’s clever and honest. Her happy clients have reaped the rewards. Their kudos available upon request.