Words to Grow By
Comments Oct 19, 2011 | 7 Words or Phrases You Should Never Use in Advertising
3. Care
Just what the world needs more of…advertisers who “care.”
Not only have you seen it and heard it…you can’t avoid it.
“We care about you.” Yes, but what if I show up without my wallet? Or, for greater emphasis: “We REALLY care!” Vs. what…you falsely care?
Look, as your customer or prospect, I expect you to seek and care about my ultimate satisfaction. But, if you feel the need to call attention to it, over and over again – and without telling me exactly what you mean – sooner or later I’m going to conclude it’s the empty promise I suspected in the first place.
The worst example I can think of? Actually, it’s an entire category, i.e., the medical community, members of which constantly try to “out-care” each other. So just to be sure who means it, or means it the most, how about a medical advertising “care off” contest, where the judges come with boxes of tissues to wipe away their tears of appreciation following each demonstration.
Care, like so many other words in advertising, is a substitute for “we really don’t have anything concrete that sets us apart.” So instead, it’s hoped that warm and gooey will suffice. Sadly, it too often does.
Bob Russo
President, IMS Advertising, LLC
Professor of Marketing, University of Hartford
