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Your Marketing Blurb Has Zero Originality. Here’s Why
How to fix the formula you hear literally everywhere
As much as we might innovate, modern leaders also are formula eaters. We like to have steps and plans and boxes and know exactly how to get from A to B so risk stays low and the big bad shareholders don’t eat us alive for lack of proof. If you think I’m kidding, just think about what a best practice is or look at how many articles have been written on finding the perfect morning routine.
Formula eating isn’t always bad. It can ground you and create efficiency, for instance. But when it seeps into your marketing mission statement (e.g., those little blurbs you hear in radio commercials or sponsorships), it’s worse than Lindberger cheese dressed in week-old gym clothes.
You probably already know the formula, even if you’ve never consciously thought about its arrangement or use. It goes something like this:
“[Product/service/event] is brought to you by [company name], dedicated to [blah, blah, blah, whatever you do in some aspirational form]. [More detailed, still aspirational statement of offerings]. Learn more at [company website URL].”
Dressed up a bit the way my fictional company might actually do it, the formula might sound like this:
