Marketing your small business: Choose your words carefully

When you write an advertisement, whether it’s for the newspaper, radio, or internet, you may want to tell people that your product is of high quality; that it’s a great value. You want them to know you have integrity. You are devoted to customer service, and you care about them deeply. Right?

Wrong! According to advertising executive Steve McKee of McKee WallWork in Cleveland, these words are so overused, they are basically meaningless and useless for getting your message across. While his recent article in Business Week titled, “Five Words to Never Use in an Ad,” doesn’t really address what you might say instead, I do have a suggestion.

Make the audience feel good about your product and what it can do for them. Find another way to say you care, and provide testimonials and a guarantee if you can.

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