Words to Grow By
Comments Nov 11, 2011 | 7 Words or Phrases You Should Never Use in Advertising
7. Friendly
There’s nothing wrong with being friendly to your customers. Quite the contrary. It shows that you enjoy your work, that you take an interest in something other than the bottom line and, perhaps most importantly, that you’re approachable – without grudge – for service after the sale.
But here’s the thing. Unless you’re a company of 1, you can’t hire, teach, train, or insist on “friendly.” You can try, and many do, but sometimes you have to settle for just plain ol’ “conpetent” and “efficient.”
Which is to say, enough already with trumpeting “friendly” in your advertising. Companies can’t be friendly, only people can. And there’s no way you can consistently deliver on the promise of “your friendly and caring” professionals (note that I just head butted TWO of the 7 Words You Should Never Use in Advertising.)
What’s more, if you tell me I’m in for a “friendly” encounter and you don’t deliver, you’ve given me a reason to take my business elsewhere based on a false promise you didn’t need to make in the first place. Don’t tell me you’re friendly, just act that way. I’ll figure it out, trust me.
Plus, when you tell me you’re the friendly type, what I’m hearing is that you want to be my friend. Sorry, but I don’t shop for friends, just goods and services.
“But wait,” you say. “We’re 30 people, everyone one of us is VERY friendly and we always act that way towards each other and our customers. So dang it, that’s our advertising hook.” Great. You win. Just remember to remind your competitors that you and you alone are allowed to make that claim…oops, too late!
Bob Russo
President, IMS Advertising, LLC
Professor of Marketing, University of Hartford
