How Bad Communication Corrupts Good Marketing
by BOB MASSEY
Web Content Writer
www.Action-Words.com
T
here’s an old urban legend about Coca-Cola in the marketing world. Story goes the company insisted on
keeping the sound of its name when first marketing its soft drink to China. To do this, the company’s
marketers arranged Chinese characters that, when pronounced, sounded something like “Coca Cola” – only
to discover the characters translated directly as “Bite the wax tadpole.”
The story is bogus, but there are apparently other occasions where a mistranslation caused a marketing
embarrassment – or at least a situation that would make a consumer think twice. For example …
Would you buy Pet milk in France, where “pet” means “to break wind”? (Since the product is dairy, perhaps this
wasn’t all that inaccurate.) Rolls Royce opted to change the name of its Silver Mist model in Germany, since
“mist” means “manure.” Sunbeam wasn’t so savvy with the German introduction of its Mist Stick curling iron –
known there as the Sunbeam “Manure Wand.”
Dirty words
French – at least as spoken in Quebec – seems to pose particular problems for marketers. Hunt-Wesson
translated the name of its Big John product line as literally as it could – Gros Jos, which happens to mean “big
breasts.” Then there’s the Buick LaCrosse sedan, which was too close for comfort to a Quebecois term for
“masturbation.” (I wonder if this explains why lacrosse is considered the national sport of Canada. I used to
enjoy playing lacrosse myself, but it wasn’t THAT much fun.)
Other awkward brand translations include Krapp toilet paper from Denmark, Zit lemonade from Germany, Poo
curry powder from Argentina and Pschitt lemonade from France.
Watch your language
While these examples may have given you at least a chuckle, they underscore a deadly serious marketing lesson:
You need to speak the same language as your intended audience. Your website MUST address THEIR hopes,
www.Action-Words.com
2
needs, desires, fears, concerns – NOT YOURS (which is too often the case).
For some reason, the health care and real estate fields are festering with this critical error. Because health care
is one of my specialties, I recently reviewed several websites. The hospital sites were all about the facility and
its features – none of the benefits to the potential patient; the sites for physicians likewise touted their
credentials.
When this occurs, there’s a language barrier – even in English – because your message has little or no meaning
for me. Your communicating, “Hey, look at us! We’re a great facility! We win awards!” And my response to that
is, “I don’t care. What’s in it for ME?” As a customer, ME (not YOU) is what I find most interesting – and what
ultimately sells your product or service.
Copyright 2007, 2012 by Bob Massey
BOB MASSEY is a professional web copy and content writer and former Ad Agency Director with experience creating
high-impact copy both online and offline. Let him show you how to increase your online response, leads and sales at
www.Action-Words.com.
This Article is a STEAL
In other words … it’s FREE for you to use for your own website, newsletter or e-zine – if you just observe the
following three guidelines …
• Do not change the wording of the article in any way. If it needs to be edited for any reason, kindly
contact me for permission.
• Include my byline and web address (www.Action-Words.com). A live link to my website is
appreciated but not necessary.
• Let me know where and when it will be published … and send me the link if it appears online.
That’s it. I hope your readers enjoy the valuable information. Thank you.