An ad caught my attention this weekend and made me think about the use of the word “Solution” in marketing collateral and ad copy. Is it possible that “Solution” has run its course as a way to describe to your target market that you have a product or service that can ease their pain and let them sleep better at night? I think maybe it has. I’m guilty of using the word as well in various content I write for the web or print. This weekend I saw it from the consumer or audience standpoint and the word did not tell me anything.
I’ve spent much of my marketing career trying to grab the attention of IT professionals who are always looking for solutions to network management issues. The term “Solution” fits well in marketing, but says so little. For example, it’s not a toothbrush, but a teeth whitening solution. Or, it’s not a universal remote, it’s a home entertainment solution. What’s the solution? When everybody has THE solution, your solution no longer sticks out as a solution - it’s one of many. I think the time has come to lay “Solution” to rest.
In reality, this is a good thing. As marketers we’re forced to take a much harder look at our audience. When writing about our products or services, we need to better understand the problems of our customers before we can ditch “Solution” and find better and more descriptive ways to present our company. Drew McLellan has an interesting post on multiple perceptions from an audience (tied to the loads of snow we got in the Midwest this weekend). His post ties in nicely with my commentary here. The word “Solution” has been a security blanket for too long for too many.
Interestingly, when I check my analytics logs for both this blog and my company’s website, I see no one coming to either site from a search engine using a keyword that contains the word “Solution”. That gives me a good indication that my audiences are not interested in this overused word.
Time to find a new solution!
Is it possible that “Solution” has run its course
Yes, yes, a million times yes! I say we ban the word here and now from all marketing materials everywhere.
Patrick,
Ahh, you have landed on one of my favorite rants. I call it “salesspeak.” We want to partner with you to create innovative solutions that lead to your success.
WHAT?
A) Doesn’t every vendor want to do that?
B) How does any of that demonstrate you actually know my business, my customers or my problems?
I believe this salesspeak was born when when people had to write brochures but had no idea what they should say. You’re exactly right — it is a security blanket. But the blanket is covering up any potential real meaning.
Time to toss the blanket.
Drew
When someone offers me a solution they seem to imply I have a problem of some sort. I am personally offended by this type of language and will often look elsewhere for service when I see it being used. Perhaps psychologists could use “solution” effectively in their advertising, or maybe KoolAid or Ovaltine.
If you are using the word “solution” in your advertising or your web page, please stop! Do you want my business? If you do, don’t insinuate that I have a problem only you can solve. Why not offer friendly, professional service instead? That never seems to get old.
-Mike
My teeth whitening solution is crest whitestrips, you can find out more about it at:
http://hubpages.com/hub/Crest_Whitestrips