The Most Overused 4 Words Ever in Marketing/Sales/Copywriting...

11 years ago

Originally Posted by max5ty

This morning at 3:30 A.M. I woke up to an infomercial on T.V.

I keep the T.V. on all night...

I counted this phrase over 40 times in 20 or so minutes...before I dozed back off.

Could we please put an end to this phrase?

The phrase is:

"Saves Time And Money"

Somehow, someway, the phrase stuck in the mind of those wanting to convince people what a great deal they were offering.

The phrase has been used so much that it doesn't even register any more.

Better thing is to explain exactly how the prospect will save time and money.

It's a phrase that needs to go away.

Totally agree with explaining *how* time and money can be saved.

Saving time and money are obviously universal benefits.

Regardless of what you do and how you do it...

...who the hell wouldn't want to save time and money, right?

But it doesn't matter what you're pitching--explaining the how and why will ALWAYS make it more effective.

Schlitz beer comes to mind.

Forgot who actually met up with them and advised them on doing this...

...but they were the first brewer to actually EXPLAIN the brewing process in their marketing.

The head honchos at Schlitz didn't see the point in doing so because their process was no different from the competition... but nobody else was explaining it, either.

And what happened?

Schlitz over-took their competition inside of 6 months.

One simple change. Amazing.

Which infomercial are you referring to?

Jake

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max5ty

11 years ago

Originally Posted by Jake Dennert

Totally agree with explaining *how* time and money can be saved.

Saving time and money are obviously universal benefits.

Regardless of what you do and how you do it...

...who the hell wouldn't want to save time and money, right?

But it doesn't matter what you're pitching--explaining the how and why will ALWAYS make it more effective.

Schlitz beer comes to mind.

Forgot who actually met up with them and advised them on doing this...

...but they were the first brewer to actually EXPLAIN the brewing process in their marketing.

The head honchos at Schlitz didn't see the point in doing so because their process was no different from the competition... but nobody else was explaining it, either.

And what happened?

Schlitz over-took their competition inside of 6 months.

One simple change. Amazing.

Which infomercial are you referring to?

Jake

Something where you put your food in a plastic bag...then in a machine that sucks all the air out of it.

"Saves You Time And Money"

Around here we usually don't have food stored that long...lol.

I believe it was Schwartz that wrote the beer ads.

There's a whole story on how he went into the company and discovered their process...then decided their selling point was to highlight exactly how they did it.

Thanks
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aandersen

11 years ago

Originally Posted by Jake Dennert

Schlitz beer comes to mind.

Forgot who actually met up with them and advised them on doing this...

Originally Posted by max5ty

I believe it was Schwartz that wrote the beer ads.

Nah...

It was Claude Hopkins. He talks about it in Scientific Advertising, Chapter 7: Being Specific.

Originally Posted by Claude Hopkins

In the old days all beers were advertised as "Pure." The claim made no impression. The bigger the type used, the bigger the folly. After millions had been spent to impress a platitude, one brewer pictured a plate glass where beer was cooled in filtered air. He pictured a filter of white wood pulp through which every drop was cleared. He told how bottles were washed four times by machinery. How he went down 4,000 feet for pure water. How 1,018 experiments had been made to attain years to give beer that matchless flavor. And how all the yeast was forever made from that adopted mother cell.

All claims were such as any brewer might have made. They were mere essentials in ordinary brewing. But he was the first to tell the people about them, while others cried merely "pure beer." He made the greatest success that was ever made in beer advertising. "Used the world over" is a very elastic claim. Then one advertiser said, " Used by the peoples of 52 nations," and many others followed.

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max5ty 11 years ago

Originally Posted by aandersen

Nah...

It was Claude Hopkins. He talks about it in Scientific Advertising, Chapter 7: Being Specific.

Thanks...i sometimes get the greats confused.
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- Harlan 11 years ago
  
  Originally Posted by max5ty
  
  Thanks...i sometimes get the greats confused.
  
  All you need to do is look in the mirror based on your writings here.
  
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  max5ty 11 years ago
  
  Originally Posted by Harlan
  
  All you need to do is look in the mirror based on your writings here.
  
  By the greats I mean those of the past who've paved the way for what most copywriters now consider to be the basic rules of copywriting.
  
  Harlan, I realize you and a couple others don't like me...and that's fine. I realize there are those who don't like you guys either.
  
  The forum isn't about who likes who...
  
  I've never asked anyone to buy anything from me, or tried to drum up customers from this forum...I only try to discuss meaningful topics...and have fun doing so.
  
  I've been in the business too long to start having negative attitudes towards anyone...I always try to maintain a positive outlook.
  
  I think you're talented at what you do...and you've had a lot of great success. I'm sure you'll continue to do very well.
  
  Hopefully you had a good Thanksgiving...and I'm wishing you a great new year for 2012
  
  Thanks
  
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  Julie McElroy 11 years ago
  
  Ouch!!
  
  Originally Posted by Harlan
  
  All you need to do is look in the mirror based on your writings here.
  
  I am no expert being new to the copywriting side of my writing career. I come here and read all the juicy copywriting tips, and I have read a lot of books, blogs, sales letters, direct mail, etc. to take it all in... What I have learned so far is that if something works, stick to it. In other words, no need to get fancy with fluffy words, etc. "Saving time and money" probably speaks to most middle class people. It is what we all wish we had more of!
  
  I agree, explaining "how" is valid, but for a simple phrase, that seems to work.
  
  My question is: What is an alternative?
  
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abugah

11 years ago

Originally Posted by Jake Dennert

Schlitz beer comes to mind.

Forgot who actually met up with them and advised them on doing this...

...but they were the first brewer to actually EXPLAIN the brewing process in their marketing.

The head honchos at Schlitz didn't see the point in doing so because their process was no different from the competition... but nobody else was explaining it, either.

And what happened?

Schlitz over-took their competition inside of 6 months.

One simple change. Amazing.

Which infomercial are you referring to?

Jake

Claude Hopkins was behind the campaign.

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gid86er

11 years ago

Because that is just what the people wanna hear, Look @it Time is Money!

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travlinguy

11 years ago

The phrase is nowhere near worn out because it's relevant throughout the ages. It specifically describes something people want. Not only do they want it, they lust for it. That's powerful. If you want to eliminate a word that often gets in the way of salesmanship orgasmic frenzy, review your copy and dump about 54 phrases that include the word "that."

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focused

11 years ago

"Saves Time And Money" is a meaningful and useful phrase.
If it's used in a tv commercial or infomercial, it would be well
suited to accompany a demonstration of exactly "how" time
and money were saved. The phrase is used so much exactly
because it conveys a clear beneficial message.

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flamewave

11 years ago

Using trigger words to force emotions is an old tool. Can such words be over used? Well that is matter of much debate. Some people get triggered easily, others not so.
Save time and money is ok but I would not call it a super powerful emotive. What does it induce in you? Remember if your and old hat here then you may be bias towards some sceptisim

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The Copy Warriors

11 years ago

Yeah, see, that's just laziness on the part of whoever wrote the scripts for those commercials.

Sure, the idea of "saving time and money" is great, but there are so many better ways of expressing it that WON'T make you sound like just more background noise.

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ericbryant

11 years ago

It's true, it does play into the age-old time/money crisis. If you can get someone to imagine for themselves that your product will do one or the other or both for them, and that they can then apply that time or money savings or surplus to other areas of their lives, boom--you're in.

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jannatus

11 years ago

Originally Posted by max5ty

This morning at 3:30 A.M. I woke up to an infomercial on T.V.

I keep the T.V. on all night...

I counted this phrase over 40 times in 20 or so minutes...before I dozed back off.

Could we please put an end to this phrase?

The phrase is:

"Saves Time And Money"

Somehow, someway, the phrase stuck in the mind of those wanting to convince people what a great deal they were offering.

The phrase has been used so much that it doesn't even register any more.

Better thing is to explain exactly how the prospect will save time and money.

It's a phrase that needs to go away.

Amazing isn't it. We may hear something 14 & a half thousand times, hype, sizzle, salesy stuff. BUT, a good lesson here; it's actually making moolah for the advertiser - and a lot of it, otherwize they wouldn't be repeating the infomercial again and again. We might have heard the phrases over & over, but the new prospects haven't, and IT WORKS. Hype still works, sizzle still works, and believe it or not, yes, salesy stuff - still works.

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DanEitreim

11 years ago

I agree a lot of phrases are overused! But, on the flip side...with the high cost of producing and airing infomercials it must be effective or they would find something to replace it.

But, if I hear one more salesman say "you can't afford not to buy this..."

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chrisChandra

11 years ago

I think you're right max5ty. I think when someone says "Save time & money" I can't visualize the benefits happening. Instead if they described it so we come to our own conclusion of "wow! that will save me soo much more time!" it will be more powerful. Thanks for your post!

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