Stating what would seem obvious, but evidently is not, your choice of words in your media material reflects how your company conducts business. So if your communications material is a torrent of BS, your credibility is in question before you even get to the starting line with customers.
Consider the release this morning from an unnamed company …
<Blank> Media, the premier source for <blank> advertising, is pleased to introduce yet another dimension to its growing portfolio of media assets: state-of-the-art digital advertising monitors.
Through <Blank> Media, distinguished brand partners now have an exclusive platform – of commercial broadcast quality – to showcase TV advertisements and video footage, as well as multiple static ads, to ultra-affluent consumers in a select, non-competitive environment.
Luxury brands will enjoy exclusivity of message provided by <Blank> Media’s sleek, 46-inch Samsung digital monitors, which are positioned as the focal point in each <venue>. No other brand will share the monitor.
State-of-the-art digital advertising is available to premium brands through <Blank> Media Media in highly-trafficked <venues> across the United States including Los Angeles, New York City, Las Vegas, Dallas, Atlanta and Chicago.
To learn more about how to broadcast your advertising message to Ultra-high Net Worth …
And so it goes.
State of the art is a meaningless term, particularly when it comes to some as pedestrian as flat panel monitors that millions of people now have in their homes. Laying on the sleek, luxurious, ultra this and that may impress a few people, but will just put others off.
Assuming the target readership for this kind of release is agencies and media planners, the simple message this company should be conveying is that it has a new means to effectively reach the attractive demographic it already delivers at these venues, presumably through posters. Then it should relay some information in terms these readers would actually care about, like age and household income ranges, how they index in interests and buying patterns, how long in the venue, frequency and so on and so on.
To gush out a release like a new opener to Lifestyles of the Rich and Famous is a largely wasted effort. Think less about impressing people with empty phrases and more about providing information the target readers can actually use. As it stands, most people won’t read past the state of the art cliche.