Your Oxford English Dictionary will tell you euphemism is a noun and I’ll go one step further to tell you it’s a very useful noun.  Very.

In fact if you’re a marketer, it’s an essential tool.

So what is it?

"When referring to something unpleasant or embarrassing a euphemism is a mild or less direct word used rather than the one that is blunt or may be considered offensive."

Now let’s suppose you’re trying to get the attention of your audience.  Afterall, that’s the very first thing you have to do with your salespiece isn’t it?

So the words you choose are of the utmost importance.

Using euphemisms is a way of telling a story to paint a picture before your reader slams the door to her attention in your face.

Because marketing is about story telling.  You’re telling the story of how life will be better for the reader once they have purchased your goods or service.

But what happens if you’re trying to sell a funeral service?  Tricky.

Look in your local paper and they’re all calling themselves … well, funeral services.

With a bit of a shudder you kind of skip that part don’t you?  Don’t your eyes jump to happier reading?

But we’ll all need one, sooner or later so let’s see if we can come up with a brighter way for an undertaker to advertise his or her service.

What words can we think of to describe a funeral?

A final farewell?

An end of life celebration?

A heartfelt send-off?

A final honour?

A demonstration of respect?

An expression of respect?

A laying to rest?

A peaceful goodbye?

And what does the director do?  The person whose service we are trying to market?

A funeral director is a great carer – a specialist in organizing people – those alive and those deceased.  They bring people together for a professionally organized send off don’t they?

Maybe a master?

A master in helping people celebrate a life, no matter its length

A master in life celebration

A life celebration master

Or a specialist in life celebration

Don’t you think they’d draw more readers to their ad, more people to their service if they were to simply change their angle?

Who would you rather talk to:

A Funeral Director, or

A Life Celebration Specialist?

I know who I’d choose.

Rachel Goodall
———————-
Clear Passionate Copywriting

www.rachelgoodall.com
skype rachel.goodall
rachel@rachelgoodall.com

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