Comments on: I See Your Message But All I Read Is Blah, Blah, Blah

By: tstitt

tstitt — Thu, 26 Mar 2009 21:44:47 +0000

Along with Blah Blah Blah, my other (least) favorite type of writing is Barney Blah aka "we love you, you love us, let's be friends" copy. While only slightly better than talking to yourself (or looking in the mirror), Barney Blah also lacks the essential conversational engagement element you describe above. Customers don't make decisions based on how an organization appears its own mirror (Blah, Blah, Blah) or whether the organization is as nice and friendly as a purple dinosaur named Barney.

By: TalstoneLisa

TalstoneLisa — Thu, 26 Mar 2009 19:26:01 +0000

Thanks Lorraine – I totally agree. Often jargon slips in or a misunderstanding about the reading levels of the audience is apparent.

Everyone expects your service to be “quality” or “the best” – you have to dig deeper to reach the USP that truly resonates and raises the bar. After all, there’s quite a bit of noise out there.

Really appreciate your thoughts!

By: TalstoneLisa

TalstoneLisa — Thu, 26 Mar 2009 19:15:14 +0000

I like the term “Barney Blah” – that’s great. I’ll have to remember that. There’s more opportunity than ever for organizations to have actual, authentic conversations with their audience to find out what their needs are. It’s a different dynamic.

By: Lorraine

Lorraine — Thu, 26 Mar 2009 16:03:46 +0000

Great post.

"The problem is, quite a few organizations fall prey to the belief that their audience thinks just like them…"

Yes. Part of the issue is "The Curse of Knowledge," as Chip and Dan Heath call it in their book Made to Stick.
In many healthcare organizations physicians sign off on concept and even copy. Though they don't think so, docs like copy that's positioned for other physicians, ergo the–to them–collegial medicalese that's so alienating to patients.

I always tell clients that superb products and service do not a USP make. In an extremely competitive market–I write for NYC healthcare organizations–an outstanding offering is the baseline, not the differentiating factor.

Beside, EVERYONE claims world-class, cutting-edge, innovative, blah, blah. If not quantified, such claims lack credibility.

Copy must always start with the patient–her fears, hopes, needs and wants–BEFORE moving on to offer medical services or pharmaceuticals as the solution.