Why Clean is a Dirty Word For Marketing Success

Picking the Right Description for Your Product or Service Boosts Your Chances of Gaining The Right Customers

Fresh and clean are used in soap all the time. But they are generic words to describe a product. If you are launching an offering, look past generic terms to see what appeals to your customers.

When you plan how to describe your product, what word do you use?

For soap, the word clean is often brought up. Clean sounds like a great way to describe soap. After all, soaps are designed to clean your body.

But if soap is your product, clean is not really a great way to describe it.

The problem with clean is that it is too generic. Picking general descriptions is not exciting marketing. If you are starting out, you want to pick words that make the strongest connection to your customers.

After all what soap never cleans your body? Doesn’t matter if it’s Dial, Irish Spring, Dove, or any other generic brand. The purpose of soap is to clean your body.

Clean describes what the product should provide you, but a clean body after using soap is a reasonable expectation. That expectation makes “clean” a generic description, too much of one to attract customer attention.

The same aspect applies to another word, “Fresh”. The word “Fresh” always looks good when you go into a grocery store and see it on the back wall near the bakery or meat…