Recently I pointed out that “competitive prices” is a phrase you never should say in a radio commercial.
Glen Pavlovich asks:
“Do you have any feelings on using this phrase for a business who might be perceived as having higher prices? Say, for example, the service department at the dealership vs. a neighborhood ‘fix-it’ shop. The dealer is perceived as being more expensive. Is there a better way to get this point across?”
Absolutely.
First, remember, that “competitive prices” doesn’t communicate that dealership’s message. It just suggests, “We charge about what other places charge. Maybe the same prices, maybe just a little more.”
Your car dealer (I assume that’s what you mean by “dealership”) can communicate the desired message by replacing the advertising jargon with real language:
You already know that having your Subaru serviced by a Subaru dealer guarantees that your car will be looked after by a certified Subaru Technician who only works on Subarus. You know that at XYZ Subaru, you don’t have to worry about your car receiving substandard or “grey market” parts.
Ah, but what about the cost? An official Subaru dealership that uses only genuine Subaru parts and employs only certified Subaru technicians must charge more than that nice guy down the block who does his best to work on any and all brands that can be squeezed into his tiny garage, right?
Wrong. On average, it costs you just about the same to service your Subaru whether it’s by a jack-of-all trades mechanic or an expert technician who works only on Subarus…
Is that wordier than simply adding “competitive prices” to your laundry list of Things The Client Told Us To Say?
Yes.
Can you say it in fewer words?
Most likely.
But if the message you’re attempting to imply in your radio commercial by saying “competitive prices” really is important to your advertising message, then communicate to the targeted listener what it really means to them.
