Marketing (on the internet or elsewhere) is above all a matter of words. And some words are real pushers for customers contrary to what those who use them think. Today I am going to speak to you about angry webmarketing words, these expressions that are often found on professional sites and which give visitors a furious desire to close their window …
We are all guilty of overuse of a few words that now scare away the client, including me. So we’re all going to agree to ban this vocabulary and use real words that communicate legitimate meaning.
A business website, a blog, a sales page, an internet service… whatever the marketing guarantee in question, your goal should always be to convey certain specific measurable benefits that you can offer to customers.
Here are some of those worn-out formulas that you’d better erase from your pages if you want your site to stand out and give confidence to your visitors and customers.
1. Leader in our market
There is nothing negative about being a leader in your industry, on the contrary. The problem is that generally, when a company claims to be the market leader, it is they who decide who is in the market, and who is also the ranking. This formula does not give you no credibility, it makes you someone who looks more beautiful than he really is.
If you are truly a leader in your field, you have more convincing evidence than your word : media presence, surveys or polls that you can resume, prestigious references, etc. It is this evidence that you must put forward, your customers are clever enough to deduce by themselves that you are an actor who counts.
2. Customer oriented
This poorly translated term in English does not mean anything. If your customers are interested in marketing, they may have an idea of what a customer-oriented approach is (and often that is not what it is about), otherwise they will not understand what you mean. Isn’t it the minimum for any company worthy of the name to turn to its customers to understand their expectations and meet them best? So drop the professional lingo and show your customers that you understand them. Talk to them about their needs and how you can help them.
Many companies claim to be unique or to sell something unique. But it’s rarely true. And even when it does, it never lasts very long. Information dissemination and business cycles have never been faster, so anyone who innovates is quickly copied.
Emphasize your specifics, say what you do better than the others and explain why. But don’t pretend to be unique, your customers will almost always find counterexamples (including competitors that you wouldn’t put in the same category as you).
4. Exceed expectations
Telling your customers that you will exceed their expectations is the best way to disappoint them, because it makes them automatically more demanding. Seek to exceed their expectations, but don’t talk about it. Commit to a level of service you can keep and give them what you promised them every time. They’ll be happy to be able to trust you and know what to expect from you. And if you do even better than expected, they will appreciate it even more than they expected.
An expert is like a leader in his market: if it really is, there is no need to say it. He can let facts and evidence (diplomas, awards, publications, etc.) speak for him.
6. Years of experience
A great classic that it’s time to get rid of. I don’t want to discredit the professional experience which certainly brings a lot. But experience is not seniority. It’s not enough to just be there and wait for the years to go by and improve automatically. Do you prefer to work with a professional who has been working for 2 years and who is constantly looking for improvement, or with another who is camping on his laurels and has not questioned himself for more than 10 years?
On the other hand, many things learned with experience did not actually more useful. Think about your job and ask yourself how many things are done today just like 10 years ago. The answer is probably none or very little. This of course does not mean that you should not value your professional experience. It is necessary talk to customers about what interests them.
Talk to them about what you have been able to do and learn during this time. You have been able to work on many projects for a wide variety of clients. You have encountered many scenarios and are therefore ready to adapt to many unforeseen events. You will be much more credible and interesting than if you brandish your years of business as a trophy that gives you all the rights (and in particular that of being a little more expensive than the competition).
Again, this idea is quite attractive. But too often it does not correspond to reality. Whatever level of service you offer, it is almost certain that your customers will have to work with you and make an effort to profit from what you are selling to them.
For example, if you install software on your customers’ premises, even if you train them, it will take some time for them to get used to their new tool. So they will not feel like they have a turnkey solution that requires no effort, and they would be disappointed if you made that promise to them.
This acronym is taboo in the world of luxury. No brand or professional in the industry would think of using it to talk about their customers. It should make you think.
In the era of internet marketing, this word has been used excessively. Marketers or web entrepreneurs want to optimize everything and nothing: website, blog, Facebook, strategy. At this point, I think every buyer understands that optimization is the goal. Let’s stop talking and start acting.
This is the word used almost on all sales pages. It reflects what customers need: a solution to their problem. But solutions without specifics are worthless. Instead of saying that you deliver solutions, define them in concrete terms. Explicit reality-based language is much more effective than the jargon used by everyone.
Do you see other expressions that do more harm than good when used? Indicate them in the comments!