My blogging this week is going to be sparse. Between the holiday and moving this week, I think I'll be lucky to just get the weekly video of the week in. I do have one thought for today, however.
Why do marketers and advertisers use the phrases "and more" or "wait, there's more" or "and much, much more" when they're listing qualities of something? This has bugged me for a long time but I've seen it several times recently. Do people really think that there are so many good things about a product that the company can't figure out a way to tell you all of them? It cracks me up when a commercial or ad will rattle off twelve things their product does and then add "and more" to the end of it. If they just told me about twelve of the product's qualities, go ahead and tell me the last few.
If there's more, give me more. If not, don't tell me there's more. We live in a full disclosure, transparent, get it all out there kind of a world now...particularly in marketing and branding. Infomercials always tell you there's more, and there is. They tell you about it. I'm not a huge fan of infomercials, but at least when they tell you "there's more," it's the truth.
The bottom line is this: If there's more, just tell your customer. Don't tell them "there's more" when you can just tell them what the "more" is. Don't be tempted to use one of those phrases to make your product or service sound like it does more than it really does. If there's not more, that's fine. Just do what you do and be proud of that.