Bonus Marketing/Sales Phrase That Needs to Die
I just wrote a blog post about five marketing/sales phrases that need to die. But after reading Andy Raskin on how to better communicate the new world/old world transformation delta, one phrase stood out to me that was missing from my list.
How could I forget ‘made easy’?!
“Made easy” is one of the laziest phrase in use today. Marketers throw out in copy without thinking through the consequences. Why is it easy? What specifically makes it easy? Easier than what? Who says it’s easier? Are other solutions easy? How can you prove it?
Of course, that’s not to say that there aren’t situations and contexts where ‘made easy’ works well. But in the majority of cases, it may be creating more problems than it solves.