May
25
2006
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.
