A couple of weeks ago, I posted a column of five marketing strategies that had outlived their sell-by date. Here are five more common marketing strategies that long outlived their usefulness and welcome:

6. "Next Generation"

Back in the 1980s, pundits described the computer industry in terms of three generations: 1) mainframes, 2) minicomputers and 3) PCs. The implication was that PCs would eventually replace the older "generations," like successive generations of human beings.

Ever since then, high tech firms have tried to differentiate their new products by claiming that their technology is the "next generation." However, through overuse the analogy has as much emotional and intellectual punch as "new and improved."

Savvy companies don't compare their products with the products of yesteryear. Instead, they show how their products are relevant to whatever their customers want to accomplish today and tomorrow.

7. "Designed For..."

Companies that have a lot of engineers as employees often seem to believe that customers are interested in what those engineers are doing. The common (and dull as dust) tag line "Designed for Comfort " is the most obvious example of this tendency.

The worst offenders, though, are high-tech firms who insist upon using phraseology like "our product was designed specifically to..." Look, customers don't care about your design process or what your engineers were thinking. All they care about is "What's in it for me."

Savvy companies only use engineering messages when they're selling directly to engineers (and then only sparingly). When selling to mere mortals, they focus on what the offering does for the customer, never on how it was designed.

8. "Highest Quality / Lowest Price / Best Service"

At best, these marketing messages have no meaning because everyone uses them. Think: have you ever seen a company admit they've got the "Lowest Quality for the Highest Price with the Worst Service?" Even though there are companies for whom that's true?

When marketers trot out self-serving superlatives, the best outcome is that customers just ignore them. Worst case, customers assume that the marketer is promising them the moon.

Savvy companies either 1) let their customers speak for them through testimonials and success stories, or 2) cite independent research proving that their offering is superior. That's how you build credibility, not by tooting your own horn.

9. Business-y Corporate Neologisms

For reasons that escape me, many entrepreneurs want a corporate name that sounds like a buzzword. There are even programs that generate such names. I typed "synergy" into one and got "Synergeze," "Synergeer," "Synigist," "Synersy,"... you get the picture.

The problem with these neologisms is that so many thousands (millions?) of companies have them that they simply fade into the background. Such names certainly don't carry any emotional weight. I mean, "Synergeze"?? Pul-eese!

Savvy Companies look for a corporate name that makes you smile and thus sticks in your memory, like "MailChimp." If that's not possible, they go clever and "insider" with real words, like "Gimlet Media."

10. Trade Advertising

Nobody reads trade magazines, either on paper or online. 'Nuff said.

Savvy companies (at least those that sell B2B) advertise on general business websites with verifiable Web traffic and which cater to the specific demographic of their ideal customer base.