May 25 2006

Worthless Words In Marketing

Worthless Words In Marketing

Excellence, world-class, tier 1, best, most complete, full service, tireless, fighting, hardworking, etc.

Those are nice, well used, and completely meaningless words we see in advertising and copy of all sorts.

They're meaningless because they all require definition. For example – what does excellence in education mean? How about a world-class customer support organization? Until you define excellence or world-class it means a thousand things to a thousand people. And in business that means it's worthless.


No Comments

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a comment