Add Wow to Your Marketing Message, Part 2: Advice on Adjectives

Does your company offer state-of-the-art products, best-in-class service in a proactive environment focused on delivering cost-effective, timely projects in a collaborative environment?

Join the group.

Millions of companies turn themselves into clones by relying on well-worn adjectives in their marketing copy instead of explaining what they do and how they do it. What makes a product state-of-the-art: what benchmarks has it met, what awards has it won and what techniques does it use? What makes service best in class: what do customers say? Are statistics available to prove cost-effectiveness and timeliness? Will company biographies, success stories and general tone testify to the collaborative environment?

No one ever writes marketing copy to brag about poorly built products and lousy customer service delivered weeks late in complete chaos. If they did, the opening statement of this blog might serve as a differentiator. It doesn’t.

When you search out strings of vague adjectives in your marketing copy, you can begin to truly differentiate your company by substituting details on when, where, how and why you do what you do. I’ll talk about that more in Part 3.

For marketing copy and technical writing that help your company to stand out from the group, contact TWP Marketing & Technical Communications.