Keeping with tradition, here’s another fascinating article from my angry Copywriter.

If I have to shift one more paradigm, or think outside of one more box, somebody’s getting it!

So I was having a discussion this afternoon with Rick Stiles (founder of Stiles Marketing) and he asked me to read a sales sheet that was posted by a competing marketing company on their home page. The article was bursting with terms like “outside of the box”, “paradigm shift” and a plethora of buzzwords that both Rick and I choke on.

First of all, thinking “outside the box” was something we all did in the 1990’s. Secondly, shifting paradigms is giving me a headache and boring my clients to tears. With all respect to the Marketing and Advertising communities, can we please begin to talk about tangible and measurable contributions like “competitive advantages” or even “strategic market placement”?

The continuous overuse of corporate marketing buzzwords has no place in bringing a product, service or a corporation to the forefront of the business world. What does have a place is bringing a tangible and measurable product and/or service to your customers. Quality marketing organizations don’t use these terms because they are basically meaningless ramblings to make the listener feel like they’re talking to an expert. Well, I’m here to tell you that people seeking to market their businesses are not idiots and they can see through these ramblings and overused phrases and terms. So please, for your own sake, and more importantly your customer’s, can we stop thinking outside the box?

I will continue to do my best to copy write sales letters, technical documents, ebooks and other collateral for my beloved client base, but please. . . . .don’t ask me to shift anymore paradigms.

rik