{"id":36855,"date":"2020-03-09T16:57:03","date_gmt":"2020-03-09T16:57:03","guid":{"rendered":"https:\/\/www.conachmarketing.com\/?p=36855"},"modified":"2020-03-09T16:57:09","modified_gmt":"2020-03-09T16:57:09","slug":"industrial-marketing-hyperbole","status":"publish","type":"post","link":"https:\/\/www.conachmarketing.com\/index.php\/2020\/03\/09\/industrial-marketing-hyperbole\/","title":{"rendered":"What is industrial marketing hyperbole and why not to use it"},"content":{"rendered":"\n

The definition of hyperbole is an exaggerated statement or claim not meant to be taken literally. Now, I realize that many people believe that is precisely what marketing people use. However, that’s not true. In fact, B2B marketing people do want you to take their slaved-over copy seriously. That is not going to happen f you engage in industrial marketing hyperbole .<\/p>\n\n\n\n

Identifying industrial marketing hyperbole <\/strong><\/h3>\n\n\n\n

“I’m so hungry I could eat a horse” or “He’s as fast as the wind” \u2013 those are examples of everyday hyperbole. While you might not be using that outlandish of a claim, you could still have hidden hyperbole. When considering industrial marketing hyperbole, it is a claim about your products or services that can’t be proven or quantified. When your lead generation or sales material promotes you as the\u00a0industry leader<\/em>, what areas are you leading? If your\u00a0product is the most efficient<\/em>\u00a0on the market, do you base that statement on energy consumption, uptime, or maintenance? As you can see, it’s a slippery slope when you state benefits without qualification.<\/p>\n\n\n\n

Avoiding hyperbole in industrial marketing <\/strong><\/h3>\n\n\n\n

Despite the inherent issues with industrial marketing hyperbole, you\nstill have to promote your company. In fact, that is the heart of marketing.\nBut there are common mistakes to avoid exaggerating your advantages. Often, I\nhave clients that want to use “ensure” when I use “assure”\nin the copy \u2013 until I explain the difference. To assure means, you make someone\nconfident. Ensuring something is to guarantee it will happen. When you insure,\nit’s covered by an insurance policy. I’m sure you see why you need to choose\nwisely. Since we mentioned “guarantee,” be sure you only use it if\nyou offer an actual guarantee or warranty. <\/p>\n\n\n\n

Proper messaging versus hyperbole<\/strong><\/h3>\n\n\n\n

Prospects are savvier than you might think. Everyone is bombarded with advertising every day and have been for most of their lives. By the time they reach a decision-making position in business, they’ve learned to weed through the marketing chafe. Nevertheless, you must promote your strengths. That’s fine as long as you can back up or explain your marketing messages. To that end, here are some ways to validate your messages, so they aren’t seen as industrial marketing hyperbole :<\/p>\n\n\n\n

1. Every advantage should have proof statements that explain and verify<\/p>\n\n\n\n

2. Feature & Benefit messages should always present the feature AND\nthe benefit it provides<\/p>\n\n\n\n

3. Customer testimonials offer undeniable truths about your company’s\ncapabilities<\/p>\n\n\n\n

4. Case studies illustrate your services or products ability to meet\nchallenges<\/p>\n\n\n\n

5. When creating marketing messages stick to the facts that demonstrate\nyour benefits<\/p>\n\n\n\n

6. While you can tell about your exceptional product or outstanding\nservice, explain the statements<\/p>\n\n\n\n

To summarize, here is the best rule of thumb to avoid hyperbole in industrial marketing \u2013 don’t say it if you can’t defend it.\u00a0<\/p>\n\n\n\n

About\nthe Author<\/em><\/strong><\/em><\/h5>\n\n\n\n

Paul Kowalski (or Pappy as he is called\naround the office) spent over two decades working at other agencies before\nopening Conach Marketing Group in 2008. The early part of his career was\nworking with Fortune 500 clients at different agencies. However, working with\nsmaller clients was his preference. This choice was because of the impact on a\nclient\u2019s business growth and forming closer, personal relationships.<\/em><\/p>\n\n\n\n

About\nConach<\/em><\/strong><\/em><\/h5>\n\n\n\n

When he was\ncreating Conach, his goal was to bring those Fortune 500 strategies along with\nyears of B2B marketing experience to small business marketing clients. As a\nresult of focusing on business to business marketing, Conach specializes\nin <\/em>construction marketing<\/strong><\/em><\/a>, <\/strong><\/em>financial marketing<\/strong><\/em><\/a>,<\/strong><\/em> and <\/em>industrial marketing<\/strong><\/em><\/a>. Even though we are in Mid-Michigan, Conach provides marketing services\nto clients across the country.<\/em><\/em><\/p>\n\n\n\n

For more\ninformation, visit <\/strong><\/em>conachmarketing.com<\/strong><\/em><\/a> or <\/strong><\/em>contact us<\/strong><\/em><\/a> or call 989.401.3202.<\/strong><\/em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The definition of hyperbole is an exaggerated statement or claim not meant to be taken literally. Now, I realize that many people believe that is precisely what marketing people use. However, that’s not true. In fact, B2B marketing people do want you to take their slaved-over copy seriously. That is not going to happen f […]<\/p>\n","protected":false},"author":2,"featured_media":36856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[458],"tags":[],"class_list":["post-36855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industrial-marketing-blog"],"yoast_head":"\nIndustrial marketing hyperbole - Conach Marketing Group<\/title>\n<meta name=\"description\" content=\"Conach Marketing Group has worked with over 50 manufacturing marketing clients. 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