Marketing Show ‘N Tell

I could live contentedly the rest of my life if I never came across these words again: quality, value, solution, trust and care.

The words mean damn near close to nothing anymore – we use them hard and put them away wet, as they say. With businesses struggling just to keep existing customers, persuading new ones to try your product or service is almost impossible. Your message has to hit 'em between the eyes with something meaningful.

Don't tell people you have a quality product, demonstrate it verbally. Instead of saying “Quality furniture for all your needs,” talk about the furniture’s hand-strung springs, kiln-dried hardwood, durable fabric, dove-tailed joints and other tangibles – give them something they can sink their teeth into. They’ll come to the “quality” conclusion all on their own.

Instead of saying…

…“value,” compare your price, and what customers get for it, with competitors’
…“solution,” tell people exactly how their life will be easier better/more enriched by choosing you or your product
…“trust,” define for people what you do that makes you trustworthy. Do you have an especially transparent organization? Do you submit to third-party audits?
…“care,” identify what do you do, very specifically, that proves you care. Do you have extended office hours to accommodate patients’ schedules? Do you have a free pick-up and delivery service?

Next time you’re about to type in one of these overused, stale words, remember you’re far more believable when you show, not tell.