Marketing professionals and employment agencies are very good recyclers - of words. No matter who the client is, the professionals use the same words to sell the product or service. It becomes a bit samey.
Employment Agencies.
For example, we receive 'junk' mail that advertises job vacancies. Yesterday, 9 of the 11 received were looking for candidates who were 'passionate' about the roles to be filled. As an employer, we are not looking for passion in that way because it seems, frankly, quite weird. We prefer to employ someone who gets on with their designated projects whilst being happy to engage in office banter, who is happy to suggest ideas and whose passions are found outside of work, whether it's music, sports or whatever. Maybe it's because we're a small company of creatives where work is an enjoyable challenge - rather than a corporation whose a 'passion' is to grow rapidly, make tons of money and sell to the highest bidder. No, that's not us.
Marketing terms.
A few years ago, Google was instrumental in promoting certain keywords and larger-budget companies took advantage of this, incorporating the keywords into key pages on their websites. Smaller companies cannot compete in this way but they can exploit their other qualities, using genuine keywords to describe what they do.
Do you prefer a company that says "We have a large, dedicated team with a passion to provide our clients with an excellent service by utilising leading-edge technology " or "We talk to our clients to agree the best way forward to work together"? It's the same service but one describes it without the over-used buzz-words.
You may counter that, without the buzz-words, you're losing out on search results - but how many people use these terms to search? It's better to focus on real search terms - ask your clients what words they would enter into a search bar and make sure these are covered in the first couple of paragraphs of your key pages.
Recycling may be a great concept for many things but when it comes to describing your products or services, originality and uniqueness is refreshing.
