Stop it! Stop it now!

I see this frequently and hear it just as often, 'For all your [blank] needs'. 

Stop it!  Stop it now!

Why?  

You mean beside the fact that it's a cliche'?  How about the fact that it's the go to phrase when a business can't think of anything else to say.  It practically screams, bad marketing!

Take this heating and cooling place in the photo.  The service they offer is pretty good, they actually treat the air you breathe in addition to keeping you cool in the summer and warm in the winter but that phrase is the most creative they can be?  How about saying instead, 'So and So Heating and Air, because nothing is more important than the air you breathe'.

I can't totally blame the business, they are not marketing experts and they they don't try to be.  They are just trying to get their business moving in the right direction and they then depend on us in the business to help point them in the right direction.  That's who I really blame!

It is our responsibility to come along side these clients of ours and give them straight advise and wise counsel and hopefully help guard them from making marketing mis-steps.

When I sit with a client after the sale and we're talking commercial copy, it's possible they will say, 'I sell insurance so make sure you have them put in the commercial come to XYZ Insurance for all their insurance needs'.  That's when it's time to do our job.  We should not allow a do nothing phrase like that to pass for acceptable marketing.  It does nothing to set our client apart from the rest of the market and I would argue that allowing that gives our reputation as an industry a black-eye.

So when this happens that I like to drill a little deeper with the client and ask why should someone come to you for insurance?  This often begins a conversation that ends up with a unique difference that is certainly worthy of putting in their commercial and maybe even incorporating into their overall marketing plan.  

For instance I know of a wrecker service that has the tag line, 'we meet by accident'.  Love it!

Get creative and let's do marketing better for them, for you, for all of us.