PR Guru Adam Schiff studied hundreds of thousands of websites with the purpose of discovering their unique value proposition. His conclusion was that buzzwords do not improve marketing, they worsen it. Prospects get negatively triggered by buzz words and view the offering less favorably.
Here are the ten words not to use in marketing and sales:
# 1. Leader
# 2. Leading
# 3. Best
# 4. Top
# 5. Unique
# 6. Great
# 7. Solution
# 8. Largest
# 9. Innovative
#10. Innovator
First used by the U.S. Army in the 1940s, DISC personality profiling has remained a powerful and well-kept secret until recently. While tons of personality profiling systems exist, DISC is special because it allows you to quickly categorize someone AND predict their behavior. This ability to predict the person’s motivation and future behavior makes DISC... Read more →
In the competitive arena of modern sales, excellence is not just closing deals but also coaching sales reps to ensure constant improvement and leveraging automation to drive consistency. At a high level, this guide explores the nuances of crafting a sales strategy that meets targets and ensures sustainable growth and success. Crafting a Winning Sales... Read more →
Buzzing- I never use any canned words or phrases. All of my success in sales comes from speaking to each potental customers specific ” language”.
100% of my sales and relationships come from the instinctual trust people have in me. This can’t be taught and it can’t be faked.
Happy to discuss
I am a existing vp of sales and a owner of my own company, I have always taken pride in my sales staff making money.
I can understand and appreciate that the above Busswords could and would have a negative marketing effect. What would you use instead? Excellence, Demanded, Desired, Needed, etc.
I think the reason these words are viewed negatively by prospects is that there is an inherent claim embedded. Who says it’s excellent or demanded? The guy selling it? That’s not a credible claim until the client trusts you, right?
As mentioned above, these words are merely platitudes or jargon that you and any of your competitors can claim. You must establish a marketing dominating position. We use what we call the profit equation; Interupt+Engage+Educate+Offer=Optimal Marketing Message
I prefer the term prescriptive. Talk to clients about what they do, discuss, assess, and prescribe solutions addressing each pain point.