Identify bad products by how they’re described.

Good products (or services) don’t have to be “sold.” Their benefits and value are easily recognizable. Just communicate them to people, and they’ll buy.

Bad products don’t have easily recognizable benefits, and their value is far from clear. The solution is, of course, to improve the product. But all too often, the company tries to plaster over product deficiencies with a thick layer of glowing adjectives and disclaimers. No one is fooled, but it enables the company to shift the blame (for poor sales) to the advertising agency.

Pick any undistinguished product you like, and check out the language they are using to describe it. The description will be loaded with glowing, generic adjectives like ‘exceptional,’ ‘stylish,’ ‘sexy,’ and ‘supercharged.” And/or the bottom of the page will be covered in mouse type telling you why/how the product isn’t really what it appears to be, or has some unpleasant side effect (‘some assembly required,’ ‘do not attempt at home,’ or my personal favorite, ‘may cause anal leakage’).

Whether consciously or subliminally, consumers do pick up on these cues. That’s why so much advertising is ineffective. Consumers sense the desperation and deceit, and tune it out. Even if there’s nothing wrong with the product, overheated advertising copy can make the product appear second rate.

Want to know what message your advertising is sending? Give Your CMO a call, and I’ll help you figure it out!