Impressions 101

Let's be real for a moment; and cut the cr_p. We constantly get bamboozled with important sounding platitudes and corp speak that has no real communicative purpose but to confuse, and therefore, supposedly impress those on the receiving end. Have the values of "genuine" and "authentic" become totally meaningless? Not to me! I'd much rather deal with a fool that speaks with an honest heart than someone smart that can't be trusted. It is much easier to fall into the trap of the brilliant liar (and aren't most liars brilliant; thinking they are smarter than the truth?) than be sucked in by the honest fool.

In sales and marketing, it's almost standard procedure to overstate your case--why? Well, the honest answer is because you are hiding something...and that should set off alarm bells and whistles to potential clients. Those fancy terms are nothing more than deception.

Here's a link to a favorite web site and a cyber tool called "The Bullsh_t Generator". It is so real, it's funny! www.dack.com/web/bullshit.html

Meanwhile, my opinion on this topic was prompted by author Jeff Haden (which is shared in part below)...but before reading on; I'd like to make my point that honesty, authenticity and genuine actions are what create "trust"....and that is the cornerstone to any meaningful relationship--business or personal. Life is too short for con men (or women)...and marketing is about building relationships. If your brand message smacks of deception...you're heading the wrong way; even if it sounds impressive and important.

Here's Jeff's bit...

Since the only (human) audience that matters is your customers, let's pretend I'm a customer. Here are my reactions to the following words or phrases that appear on your website:

1. "Innovative." Just about every company claims to be innovative. Most aren't. You don't have to be innovative to be successful. But if you truly are innovative, show me. Describe products you developed. Describe processes you modified. Give me something real...then I'll know you're innovative.

2. "Service provider." Everyone who meets a need is a service provider. When I fill up my car the gas station is a service provider: I need gas, the station provides it. "Service provider" says nothing. If you sell gas, tell me you sell gas. If you design commercial office spaces, tell me you design commercial office spaces. If you're an Internet Service Provider, fine otherwise, use plain language and tell me what you really do.

3. "Proven track record." Almost every company has a track record. It may be good, it may be bad, but everyone's track record is proven. Give me facts and figures instead. Share on-time performance rates, waste percentages or under-budget statistics--let your track record be proven by your achievements. Don't have any achievements yet? No problem; you don't have a track record either, so it's a moot point.

4. "Unique blend of... " If you're KFC your recipe may be a unique blend of herbs and spices. Otherwise someone, somewhere, is also doing what you do. You may do it a little better, but you aren't unique. Describe why you're better.

5. "World-class." Usain Bolt: world-class sprinter. Lindsey Vonn: world-class skier. Makes sense but what is a world-class company? Who defines world-class? The fact that you provide (or hope to provide) products or services to a global customer base doesn't mean you are a world-class company.