Avoid these phrases

October 17, 2007

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When creating your messaging for your ads, Web site or other materials, you will be tempted to use the following phrases: “Low prices,” “High quality,” and “Great service.”


These phrases are overused to the point of being meaningless. Too many businesses use these taglines, and they are not memorable.

Instead, find something truly unusual about your company—something that no one else can say—and make that your hook. It could be, “Next Day Delivery,” or “Perfect Installation Guaranteed,” or even “The Guys in the Blue Trucks.”

The key is to be memorable. That’s what builds a brand.

This week's tip contributed by Christopher Thiede, president of BUILD Communications, a branding/marketing communications firm that specializes in serving the residential building and remodeling products category.
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Contact Christopher at chris@buildcommunications.com, or 414/755-2519.