Friday, October 22, 2010

What They're Really Saying


There are two words that I seem to notice everywhere and I can't take it anymore.

"We cater."

The message may seem innocent enough, but it's actually quite horrifying. The reason is the real message that a "we cater" sign sends.

The meaning behind the messages says we're completely average. It says little thought was put into the ad. Perhaps it says, our competitor across the street started doing it so we had to.

The average thinker thinks that if they just make their customers aware, then they might want them for their next event. What is more likely is the undifferentiated message will be complete forgotten.

In today's competitive markets, the only effective strategy is to take a position. For instance, time could be a position. We can prepare a sandwich tray in under two hours.

A wider variety could be your position; we cater our full menu.

Or maybe its about personal service; with our catering service, your only work is the invitations.

Another effective selling position is image. Our standards reflect your fine taste.

"We cater" is just one very obvious example of thoughtless marketing that doesn't consider the real message being delivered. We're average so we kinda care.

Can you think of any thoughtless, cliche marketing messages out there? As always, I look forward to reading them.




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