When Franchises Fail to Communicate

I shop there for their values, not their "family values."

I shop there for their values, not their “family values.”

Don’t get me wrong. I do like Orscheln Farm & Home. They fill a real need in small towns.

That’s why their cash register receipt baffled me. They offer a phone number job seekers can call. They offer “careers” not jobs. Good word choice. However:

“Training-Advancement-Opportunity

Family Values”

Huh? Those two words, “family values,” have become religious or political buzzwords.

This is as confusing as the pre-recorded voice telling the on-hold customer, “Your call is important to us.”

Companies should guard against using overused slogans. Those heartstrings are harder to tug these days. Sometimes, it’s better to say (or write) nothing than abusing those tired phrases.

Words matter.

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