Picture it; You’ve just finished creating a magical brochure for prospective buyers. You worked hard to create a high-quality product that would appeal to as many people as possible – including those who are rarely, if ever, touched by a brochure. You’ve got a lot to be proud of as you lay out the finished product, excited to finally hand it over and see the fruits of your labor.
But before you lay out the brochure, there’s one last thing you need to do.
You need to learn to do it better. And you know what? At the end of the day, that’s all marketing ever strives for – to become better through experience.
Why Use a Tricky Word Like “Trier” To Describe Your Marketing Campaign?
Well, first off, it’s not that tricky of a word. If you Google it, you’ll see there are over a million results. So, I’m sure you’ve used it before.
And trust me, you don’t want to mess with the term “trier.” It packs quite a punch. If you’re not careful, it can mean a whole lot of things to a whole lot of people. Some might even say that you’re automatically advertising your product or service to try out.
Broadening The Meaning Of “Trier” In Your Mind
As mentioned, the term “Trier” can mean a lot of things to a lot of people. To begin with, it can mean “to taste” – as in, you’re trying out a new product and want to know whether or not you’ll like it. Or, it can mean “to judge” – as in, you’re showing a movie, and you’re giving your opinion on whether or not you think it’s funny or entertaining. There are many examples of this.
But, in all seriousness, whenever you use the term “Trier,” you’re setting the stage for a tricky situation. You don’t want to be the one who’s trying to sell your product or service while having to defend yourself against accusations of automatically advertising it. The last thing you want is for your marketing material to be perceived as “tricky marketing.”
So, how can you avoid this? How can you make sure your marketing doesn’t come off as “tried-and-tested” or “pitchy”?”
The Answer Depends On You
As I’ve already stated, the answer depends on you. It depends on how you want your audience to perceive your product or service. Do you want them to think of it as a serious offer that needs thought and consideration? Or do you want them to picture you as a slightly unethical marketer who is simply trying to up-sale?
There are many words and phrases that could be used to describe your marketing material. If you want to create a non-pitchy, non-tried-and-tested impression, then you should select your words and phrases carefully. What sort of impression do you want to give? Compromise? Consideration? Or, do you just want to come off as honest and straightforward?
The answer is in your hands. You can’t guess what phrases your target audience might use to describe your product or service. So, you need to pick your words and phrases wisely. And, yes, even “trier.”
Don’t Forget About The Brochure’s Function
This brings us to the second reason that you might want to avoid using the term “trier.” The brochure’s function is to be informative. When someone opens it up and begins reading, you want them to get the information quickly in order to move on to something more important. Do you want them to stay focused on your brochure, or do you want them to think of something else?
Consider what you’re trying to accomplish. Do you want them to read your brochure and immediately know everything there is to know about your product or service? Or do you want them to walk away with more questions?
You want to carefully choose the wording in your brochure. Make sure that the text is easy to understand and doesn’t require extensive background knowledge to comprehend. If you’ve carefully selected your words and phrases, then your target audience should be able to walk away with a good understanding of what your product or service is and why they need it. Easy.
Avoiding Tricky Situations
So, you’ve decided to avoid using the term “trier” and chosen your words wisely. You’ve also picked out a nice, quiet corner and have placed your product there, expecting it to remain undisturbed for the entire reading process. But, let’s say a customer comes in and wants to know more about your product – specifically, how it works and whether or not it suits their needs. What do you do in this situation?
Do you go into great detail about how the product works, or do you say that you’ll have to get the product and try it out yourself?
If you have chosen your words wisely, then you can say that you’ll have to get the product and try it out. But if you haven’t, then other alternatives might be, “I can’t tell you more about it without trying it out for myself,” or even “The only way to know if this product is right for you is by trying it out for yourself.” Even the option of walking away can be tricky – if the person is genuinely curious, then they might accuse you of being evasive. If, however, you’ve gone to the trouble of carefully choosing your words, then you can be certain that you haven’t automatically advertised your product. And, as a result, you might avoid a sticky situation.
Setting The Standard
This one’s for all of you marketers out there who are trying to raise the bar. Whether you feel that you’ve achieved excellence or you’re simply looking to improve, setting the standard is a great way to go about it. So, if you’re trying to create a standard for your industry, then you might want to consider using the phrase, “This is the standard we’re setting.” The way you use it is very important. When you say it, you’re stating that this is the quality you’re aiming for; this is what you’re going to offer. Your audience should take this as, “We believe this is the best _______ (product or service) and we’re going to make sure that you know we’re referring to it.” So, if you believe that this is the best (insert product or service here), then say so with confidence. This also works if you’re setting a new sales target or if you’re reviewing a particular product or service and want to make sure that everyone knows what you think about it.
Hopefully, this post has helped you understand exactly why you might want to avoid using the word “Trier” in your marketing material. As you’ll see, there are numerous alternatives that you might use instead. When you’re searching for a new phrase, be sure to consider the meaning that you want to convey. And remember – you’re the one who’s going to have to defend yourself against allegations of trickery, so take that into consideration as you choose your words. In the end, you’re going to be what you want to be, and you can’t blame anyone else for how you come across.