jump to navigation

Phrases to avoid in the current economic climate 20 November, 2008

Posted by Jay Ball in Uncategorized.

the-great-depressionWell, ‘in the current economic climate’ would be one. It’s becoming almost impossible to pick up a newspaper or read any marketing copy without encountering wording to this effect – ‘in the current downturn’, ‘in these challenging times’ etc.

Of course, the reason for using them is empathy – we get it, we understand, we feel your pain. The problem is that customers don’t really care that much whether you feel their pain or not. They’re far more interested in actually dealing with that pain.

No one needs reminding of the problems the global economy faces at the moment. So dwelling on it in your messaging is at best a waste of precious space and at worst setting the customer on a downer before you even begin.

It is far better to go straight in to telling them why your product can solve real problems right now than, in the words of John Cleese, wasting time on a ‘statement of the bleeding obvious’.

And let’s be clear, the real problems to fix for your customers are not the economic climate and a global recession (although I’d give you a round of applause if you could). The real problems are that they need more customers, more profitable ways of working and more revenue. Simple really.



1. nsadja - 20 March, 2009


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: