Everyone has an innovative solution these days. I'm just waiting for McDonald's to start marketing the "Lunch Solution." The conversation at the drive-thru window might go something like this..."Could I please get a solution, with a side of fries and Coke."
Smart marketing doesn't push empty promises and catch-phrases - it focuses on the benefits and differentiators of the product. Here is a challenge. If you can remove the product name or description from your marketing content, and replace it with any other product name - then you are just blowing hot air.
Here's a sample:
_______________ is a reliable solution that increases productivity and adds customer value through innovative technology which provides better performance, extended life and increased ROI.
If this is how your marketing sounds, your customers aren't listening.
Solution pollution. That's why its so important to actually know and understand your product, salespeople and your customers. These 'hot air' phrases reveal that the marketer doesn't understand their products, audience, or market.
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