By Shaun Haney
Most of you will have attended different plot tours through the summer. No matter which ones you attended you are very likely to of heard the same jargon, lingo and company speak at every single one. Even though all manufacturers, service providers and breeding programs are committed to research, product development and cutting edge technologies eveyone seems to be less committed to coming up with different language. Its interesting that even though the industry competes very vigorously, everyone speaks the same marketing language. In reality this is all about sales and convincing the farmer who has the best product or service. We joke about politicians talking without saying anything but I think as marketers we can fall into some of the same traps. I know that I have to sometimes catch myself from talking with this same empty cliche language when I discuss our vareties at our seed business. These cliches can become a bad habit for anyone that markets.
As an industry we could do ourselves a service by talking in a language that wasn’t tied to keywords and buzzwords that we want tied to the corporate brand. Don’t get me wrong this isn’t just an agriculture issue. Walk into a Future Shop or a car company show room and you will find the same empty cliche language.
Here are some of my favorites that I heard this summer.
- are pipeline is full of cutting edge products
- our data shows incredible results for this area
- the performance of this product is outstanding based on our results.
- our commitment to research over the past ten years is now paying off.
- This [….] is an absolute game changer in the market place.
- This will change the way we think about……..
This is just the list that came to me so please feel free to enter some of your favorites in the comment box below. Happy Harvest.