Mono, ON (Adam Jones) If you’re writing marketing copy, you might be tempted to use words that sound exciting or comforting, but have no true meaning. We hear or read slogans like this all the time:

  • Excellence through total quality
  • Invest with the experts
  • Delivered in an eyeblink

Be sure you say something people can relate to, understand, and trust by using the criteria below.

  • Specificity: Do you think anyone in your industry could say this? Because if they did, it tells you nothing. Say something that separates you.
  • Truth: Can you prove that what you said is true? Then you’re just blowing smoke or exaggerating for effect.
  • Honor: Will you follow through on what you said and make things right if you don’t? If not, remove the idea.
  • Transparency: Are you truly saying what you say, no hidden conditions or long explanations? Don’t use asterisks or small print to qualify what you wrote.  

Apparently, consumer expectations are rising by 22 percent a year, according to Brand Keys’ study. You’ll do better fulfilling their expectations if you use these guidelines.