In recent posts I’ve been talking about the need to use words carefully. Now it’s amazing that when you direct your attention to a topic, all of a sudden all sorts of examples and items related to that topic appear. It’s your “Reticular Activating System” in operation (more on that some other time, perhaps…Oops! Perhaps I shouldn’t be using a phrase like that without further explanation but I’m assuming that my readers are a smart bunch of people!)
Anyway, a leaflet appeared in my post box the other day. It was advertising a new Indian restaurant that’s opened up in the area. It didn’t do too bad a job, although a lot of the copy was fairly bland, and it included an offer.
However, on one page of the tri-fold flyer was this headline…
“The Just Curry Point Of Difference”
Yuk! You and I know what a “point of difference” is but it’s the worst kind of marketing jargon. Don’t use words like this, use words that your target customers understand. In this case something like “5 Reasons Why You’ll Love Our Curries” would be much better.