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What Words Do You Like In Advertising?

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:

  1. Challenge
  2. Champions
  3. Confidence
  4. Demand the best
  5. Dependable
  6. Exclusive
  7. Frugal
  8. Happiness
  9. Honor
  10. It deserves
  11. On time
  12. Stability
  13. Stick Together
  14. Stimulate
  15. Stimulus
  16. Stimulus package
  17. Struggle
  18. Thank you
  19. Together
  20. Trust
  21. Understand
  22. 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.

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