Whether you use audio or text, communication is one of the most important aspects of your business and directly impacts your success. I can’t tell you how many times I personally have clicked away from a page and potential purchase because it just didn’t have the information I needed to establish if it was the right purchase for me. If it’s a serious or big or necessary purchase that can’t be put off I’ll do the research and visit a couple other websites to find the answers I need to decide if I’m going to make the purchase or not. Often it’s a case of lacking information, but all too frequently the information that’s provided is confusing, contradictory or just plain strange.
I read an article recently by Brooke B. Sellas about 3 marketing slogans she’d change (Apartments.Com, Time Warner, Victoria’s Secret) and I agree with her thoughts on some of the issues that the current slogans have. Slogans change all the time, especially when they’re not central to the brand. But even logos and names which are typically more permanent have been known to change as the business grows and develops. Reading the article by Sellas got me thinking about some other marketing communications that aren’t helpful to the brand either.
One headline that I recently asked “what does that even mean?” about is a credit card offer that reads “Another credit card that’s not just another card.” Another card that’s not another card? Why not lead with a line about specifically why it’s better/different than some other cards like about the best mileage deal they offer, best cashback program they have, lowest fees they have or something else that sets them apart, instead of trying word soup. Another of my favorite confusing lines are the drug commercials that say “if you’re allergic to x drug, don’t take it.” How do you know you’re allergic to it? Do you have to take it first? Why not just say that you’ll be tested to confirm you’re not allergic?
I have no issue with having a headline or slogan to help you stand out, but I think you get the point that it’s a really easy way to screw up your brand and create a disconnect with your clients and customers. If you know that slogan or those first lines are your opportunity to really catch the attention of your potential buyer, why aren’t we more attentive to what they communicate (and what they say about us as a business)? Don’t choose a headline or slogan just because you think you need one, invest instead in doing your very best to communicate specifics to potential customers.