Empty Words
2 Comments Published by Frank Lane May 26th, 2008 in Differentiation, Execution, Focus, Way OffI passed by an auto body shop today called Pro Collision. It had a sign with a very clever line, “We meet by accident.” I am sure that the agency and the client really were excited about this line. Admit it. It’s cute. But does it set up any expectation, compelling or differentiating about Pro Collision?
No, it does not. This set of words is not a slogan in my definition. It is a phrase of empty words. “We meet by accident.”
In comparison, “We try harder,” is a slogan, a battle cry for a brand. (Remember, the word slogan comes from a Gaelic word that means battle cry of the clan). “We try harder,” is a battle cry. It sets up a definite expectation, both compelling and differentiating, and it helped build and sustain Avis.
Look around. Send me examples of “empty words” in advertising. I will feature them. It is very tempting to go for a cute phrase, but don’t be fooled. If it doesn’t mean anything good about your brand, it won’t work, no matter how cute.
Jack Lewis Fine Jewelry is a jewelry store in this relatively well-to-do area of 120,000 (home to State Farm, Mitsubishi Motors and Illinois State University). Recently, I noticed a series of gigantic, highway size billboard advertisements for the store scattered throughout town. The billboards featured an equally gigantic (albeit beautifully photographed) pair of earrings with the copy “crayons for big girls.” The only reference to Jack Lewis was their small logo in the bottom right hand corner of the billboard. The advertisements were certainly visually appealing and I suppose the copy was meant to be cute. But it didn’t tell me much about Jack Lewis.
You know Ernst, I saw this same campaign. It must have been in Missoula because I know we have both been through there recently.
At any rate, I had the same thought and was going to write a post on it. I have a note to do so. Thanks for handling for me.
I don’t want to pick on small towns and small agencies, but often copywriters without good training think that advertising is about “cute” ideas. I was like that when I was first starting out. Now I know better. Advertising is about “good” ideas.