Twenty years ago in business school we were taught that you should be able to express the customer benefit in one (and only one) sentence. Many have picked up on this habit. The mistake they make is to use that sentence directly for customer audiences. These statements are intended for the marketing strategists. Writing the sentence forces you to think who you are, and who you are not. Springing that marketing jargon directly to the consumer will lead to confusion.

  • The customer might not understand what it means: it is too vague / general
  • The customer might not understand what it means: it contains technical jargon
  • The customer might not believe it: it uses language that is overused by other products that have disappointed in the past
  • The customer might not believe it: it makes promises that seem too good to be true

Good marketing slogans / texts usually have 2 components:

  1. A very clear description of what it actually is you offer
  2. Some humorous, interesting twist that makes you remember what it is all about (after you understood number 1.)

AirBNB is a nice example. It does not talk about the ever changing world, increasingly busy life styles, premium relaxation, cross cultural enriching experiences, discerning travellers, price comparison versus hotels. 

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Art: detail of "Blah, blah, blah" by studio Louise Campbell