As you know I try and read USA Today daily. For the past six months I have been cutting out full page advertisements that companies have placed in this newspaper. At this point, there must be 150 ads sitting on my desk (please read on–before you call me a packrat) and a few times a month, I will review them to see what words and messages companies are keying on during this challenging economic time. I went through them and listed twenty-two of them in alphabetical order:
- Challenge
- Champions
- Confidence
- Demand the best
- Dependable
- Exclusive
- Frugal
- Happiness
- Honor
- It deserves
- On time
- Stability
- Stick Together
- Stimulate
- Stimulus
- Stimulus package
- Struggle
- Thank you
- Together
- Trust
- Understand
- We salute
For me I really like these words: confidence, exclusive, honor (especially in the context of being their client), understand and trust. For me these words will resonate with me and make a difference, and I believe using the right words makes an ENORMOUS difference in advertising. Even more so now, than perhaps ever before.
The words that don’t work for me is anything to do with the stimulus package, stimulus, stimulate; they have a negative connotation in my mind. I also don’t like we salute, frugal and struggle in advertising. It doesn’t work for me and especially the word frugal never works for me. Frugal seems cheap, inexpensive and not worthy. Just my opinion.
I realize that you don’t have the advertising in front of you but I still think you can answer these few questions:
- What words do you like?
- What words do you think make a difference?
- What words do you not like?
I look forward to reading your comments.
Melissa Pepper says:
Interesting idea, Merrill, reviewing ad copy and looking for themes. For me it’s the “t’s” – Thank you, together, trust. It would be interesting to compare those words which are likely aimed at business travelers with words used in ad copied directed at consumers. Are they different? Should they be?
Seanjjordan says:
I think we’re going to start seeing “hope” a lot too. It seems to be the word consumers want to hear.
Krista Joyce says:
a picture paints a thousands is what does it for me as a consumer when it comes to advertising…
I rarely even notice advertisements in print anymore b/c my virtual environment is saturated with rich media content.
This isn’t on your list – but a word I’m seeing (and hearing) in ads is “success” which I think marries all the positives quite well and can touch on both a personal and professional note.
What really does it for me is a message that brings a sense of humor – a good laugh captures my attention & sentiment much more strongly than anything else. I don’t often trust advertisement messaging and am completed turned off with “serious/personal” messaging – but a funny and truthful ad almost always hits home with me!
Phil Harriau says:
I like Guranteed, especially Satisfaction Guranteed, Money-back Satisfaction Gurantee, etc. Lately people don’t want to take chances on things, and while a bit old & hackneyed, these terms are having new meaning in tough economic times.