"Corporatese"
is copy that sounds good but says nothing. It is vague, self-congratulating, grandiose,
filled with cliches, and fails to connect with a customer's specific needs. Unfortunately,
to their detriment, many businesses believe this bland and toothless style of
copy is going to woo their prospects. Shoo them is more like it. To give you an
example of how stilted and forgettable "corporatese" can be, the following
passage is quoted verbatim from a company whose real name has been mercifully
spared:
"XYZ aims to help the world's best
organizations make decisive improvements in their direction and performance
by sparking breakthrough ideas for clients, the business world, and society
at large. We see the essence of our work as a virtuous circle of insight,
impact, and trust. We continually strive to generate deep insight into what
drives value creation and competitive advantage in our clients' businesses
and the economy as a whole. We work closely with clients to convert insights
into strategies, whose implementation will have a substantial positive impact
on performance. Consistently delivering impact earns the trust that is
the foundation of lasting relationships. These relationships serve as a platform
for still deeper insights and more significant impact."
Huh?
If your copy sounds something like this, it needs help. It has to come down off
its lofty perch, grab attention, and talk turkey with targeted, compelling, benefit-rich
selling points. In other words, it's not about you, it's about your customer.
To
find out why top companies with millions of advertising dollars at stake have
entrusted their ad copy to me....click here.
And
please don't hesitate to contact me if you need a quote.
