Question

Topic: Copywriting

Am I Being Too Literal?

Posted by karen_seaman on 6/15/2015 at 12:01 PM ET 50 Points
Does the phrase 'proactive solutions' make sense? As in, 'Proactive solutions that are tailored to you and designed to deliver results...' Being proactive with a strategy or approach, yes, I get that. But can you be proactive with a solution when solutions are a result of a problem? Again, am I being too literal or is this marketing fluff? Thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/15/2015 at 1:21 PM Accepted
    If someone's a careful reader, then I agree with you (it's not stated well). Otherwise, the casual reader is likely to understand the intention.
  • Posted by Gary Bloomer on 6/15/2015 at 2:04 PM Accepted
    I'd omit the word "proactive". It smacks of padding.

    'Proactive solutions that are tailored to you and designed to deliver results...'

    The solution ought to be just that: a solution. If it's not, it's not going to deliver a result, whether that result is "proactive" or not.

  • Posted by Peter (henna gaijin) on 6/16/2015 at 12:21 PM Accepted
    I have no problems with the term "proactive solutions"
  • Posted by saul.dobney on 6/18/2015 at 3:41 AM Accepted
    The words lack tangible meaning and they'll disappear into a sea of similarly bland abstract concepts. Put it this way, I've never been shopping for a "proactive solution" before. Does it come in pink?
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