Comments on: Bob Gets Bent Out of Shape About Joint Flex Commercial

By: jason boucher

jason boucher — Tue, 20 Apr 2010 19:40:26 +0000

joint flex is the best joint cream i already used. Hands down

By: John Platt

John Platt — Sun, 28 Sep 2008 16:10:46 +0000

This reminds me of the ads for Video Professor. “Try my product.” I kind of like the personal tone of the commercials, but the use of the word “product” is jarring.

By: Gerold Braun

Gerold Braun — Fri, 26 Sep 2008 21:37:05 +0000

Thank you for the words on your forbidden-list. This is very useful advise.

By: Lou Wasser

Lou Wasser — Thu, 25 Sep 2008 21:36:24 +0000

Phil: You’re right of course. I was simply suggesting though that even the word “it” is better than the word “product” in this instance.

Bob: In certain industries — most notably, the investment and financial industries — a euphemism for the word “salesman” or the disgustingly bland “sales representative” could pose a compliance issue.

By: DMWrecks

DMWrecks — Thu, 25 Sep 2008 20:35:54 +0000

You’d be amazed, here in Silicon Valley, how many people forget this simple rule in their copy and call everything by the most unimaginative nouns.

Also, Today, at my blog I was talking about Business Suicide via Direct marketing. The demise of the largest Chevy dealer in the U.S. today is a direct result of that.

http://dmwrecks.blogspot.com/

By: Ryan

Ryan — Thu, 25 Sep 2008 16:43:20 +0000

By the time I’ve heard the word “product” for the third time I’ve forgotten what the product is. As a side note, what about radio commercials that don’t repeat the vendors name and location? Sometimes they pique my interest about half way through and I’ve missed the most important information. Next time the commercial plays I’m more often than not distracted by something in traffic and I’ve missed it again – and these commercials are written by professionals?

By: Kelja

Kelja — Thu, 25 Sep 2008 14:24:13 +0000

I learned long ago, when someone called you a good ‘salesman’, you almost never made the sale.

By: Cynthia Maniglia

Cynthia Maniglia — Thu, 25 Sep 2008 13:38:23 +0000

“Product” is a word that clients use when they provide agencies or copywriters with creative input documents. “Product” is a word that the copywriter has to change – and that’s his or her job, to change in-house marketing speak to consumer-friendly words that persuade. Unfortunately, lazy copywriters can’t seem to find a word to replace “product” – and so the forbidden word slips into the copy and the client, who uses that word everyday and is not versed in good copywriting technique, approves in the final script. Imagine a client writing on the copy, “Please find a replacement for the word ‘product.’ We feel it is cold and generic sounding.” ! Yes, Bob – it’s a word to avoid at almost all costs. I venture a guess to say there may be a time when it could be appropriate to use that word when speaking about a manufactured good (certainly not a service, as service is actually a good word to use, I think). I challenge your readers to find that instance.

By: Bob Bly

Bob Bly — Thu, 25 Sep 2008 12:09:51 +0000

Gerold: Don’t say “cost” or “purchase.” Say “investment.” Don’t say “sales meeting.” Say “appointment” or “initial consultation.” Instead of “salesperson,” say “specialist.”

By: tom feedcopy

tom feedcopy — Thu, 25 Sep 2008 10:44:26 +0000

Bob – great point. I heard something like from Zig Ziglar years ago, too. He said you should enthusiastically use the name of your ‘product’ because if you don’t . . .who else will?