In his television ad, the car dealer claims “Best selection, service and price guaranteed.” Instantly, my Cliché - O - Meter starts bouncing in the red zone and I think to myself, “or what?” What will the dealer do for me if he doesn’t have the best selection service and price?
Rather than make an assumption that I've heard the phrase "best selection, service, and price" hundreds of times, I put my scientist smock on to conduct an “exact phrase” Google search.
“Best service, price and selection,” 94 page references
“Best selection, price and service,” 313 page references
“Best price, selection and service,” 335 page references
“Best selection, service and price,” 165 page references
“Best service, selection and price,” 432 page references
You get the idea. They can say it any way they want and they’re still saying absolutely nothing, nada, diddlysquat, naught, zilch, zip… sorry it must be contagious.
It’s not only car dealers who fall into this trap. Retailers, who sell, recreational vehicles, ski clothing, pool cues, teachers’ aids, trucks, sporting goods, greeting cards, furniture, tires, mattresses, wedding dresses, promotional products (are you getting bored yet?) are all guilty of clichéatosis. I’m not sure if these marketers (and thousands more through amber waves of grain) use these phrases out of ignorance, habit or they just don’t care what their ad writers put out there. I am sure the American consumer has been inundated with this crap for decades.
If you have the best whatever don’t just say it – PROVE IT. Anyone can talk the talk. Can your business walk the walk? If you say something is guaranteed – tell the consumer what the guarantee is. Otherwise your prospects’ brains will toss your ad overboard along with the million or so bits of useless information it takes in every second.
Ask yourself, “Do I believe promises of best selection, service and price when I read, see or hear it in someone else’s ad?” Now ask yourself, “Then why would I expect others to believe me when I say it?”
If you need help in saying it better, drop me a note and let’s talk about it.