Lindsey’s Daily Deal: POC? RFP? OMG. No One Likes a Copycat and Being Thin Mints With The Girl Scouts

By Lindsey Campbell, Captains of Industry

Hey Captains’ readers,

Here’s your Friday Deal:

1. POC? RFP? OMG.

The temptation to slip words like “actionable,” “benchmark,” “deliverable,” and my favorite, “silo” into anything from web copy to casual conversation at the office can sometimes be overwhelming. Much akin to a crack addition, the need to let each jargon-laden syllable roll off your tongue is immense and all consuming. And training yourself not to use these words, but to search for other relatable terms, can sometimes lead to substance abuse-like withdrawal symptoms. Anxiety. Shakiness. Sweating. Maybe even a little nausea for those who’ve been hitting the clichéd colloquialisms hard for years. But like any addiction, prolonged use can be fatal–for your business.

In Ann Handley’s post on MarketingProfs about content today, she mentions, “how tempting (and easier) it is to use the same boring words everyone else uses. But you’ll be far more approachable (and a whole lot more engaging) if you lighten up a little.” Amen, Handley. After years of relying on Corporatese, it’s time to break free of the doldrums of rigmarole. Because the reality is, it makes you, the writer or speaker, appear boring and lazy. “Ah, yes. The ROI for the SBU is A-OK.” Who wants to listen to that?

It might be difficult at first, but reaching for descriptive words and unique phrases will not only set you apart from the rest of the jargon-spitting robots, but it’ll get people engaged and actually listening to what you’re saying. Try it. I swear it works. In fact, I dare you NOT to use the word, “unique selling proposition” today.

Make me proud.

2. No one likes a copycat

Here’s the first thing you learn in ad school: “Every idea has already been done.” And unfortunately for my creative ego, it’s true. In fact, agencies everywhere always make sure they pipe in if someone mentions an idea that’s already been used by another brand. After all, no one likes a copycat. But recently, Cisco, a service provider, decided to go against everything in the advertising bible and basically replicated Old Spice’s “The Man Your Man Wants To Smell Like” concept. But the kicker is, they did it badly. Not only is Cisco Spice, AKA: Cisco Service Provider Interactive Communications E-thingy, just a poor man’s Old Spice video campaign, but also adds insult to injury when they star Doug Webster. From Accounting. Not even close to the smooth-chested, bicep bulging Isaiah Mustafa. And according to AdRants, the copycat campaign only got 2,750 views in the first 24 hours compared to Old Spice’s 40 million.

Just goes to show, a replica is just never as good as the real deal.

3. The Girl Scouts aren’t all about being Thin Mints

I’m all for the Girl Scouts. I believe in their mission. I dig their vibe. I smell what they’re steppin’ in. In fact, I used to be a Girl Scout camp counselor. Not a very good one, but hey, I tried. Before you judge, YOU TRY entertaining ten fourth grade girls for an entire summer with no childcare experience. Needless to say, they overtook me more than once with their 9-year-old Jedi mind tricks. Young girls can be slippery little con artists when they want to be.

Anyway, 5 Blogs Before Lunch reported this week that the Girl Scouts have a new PSA out that features “plus size models” to promote a positive body image. I’ve got a few problems with this. Obviously. First, the girls featured in the video are just normal looking girls. Second, if the Girl Scouts are so concerned with body size, maybe they shouldn’t be hawking cookies by the truckload every year to raise money so they can go to camp and have a counselor like me. Rather than just saying, “Embrace your body even if you’re fat,” the Girl Scouts should be promoting healthy lifestyles—like eating healthy foods and exercising. What a revolutionary idea.

Until Monday,

Captain Lindsey