Content Marketers, what are you so proud about, anyway?

Attention content marketers, press release writers and humble braggers … what are you so “proud” and “honored” about? There’s a better way to say it in a social media post or a made-up quote in a press release.

You’ve seen it and likely done it dozens of times.

“We’re proud/honored to …
… earn this quality distinction.
… form this partnership.
… be recognized with this award.
… be the part of an organization that cares so much about its community/the environment/our Veterans.”

How many times do you use a first line like this? It’s the easy way out. Seemingly the obvious route to go since everyone else does it this way and you read it this way on others’ feeds all the time.

But the truth is the line that comes AFTER it is often the money line. Not the “what,” but rather the “why” line. “Why” are you so proud? Expound on THAT in your social post or press release quote. You’ll quickly find that it’s not only more of an original approach, but a more meaningful one, as well.

Here are a couple of real-world examples.

Premise: Dana Incorporated, a manufacturer of axles, driveshafts and other components for commercial trucks, was named a “Supplier Performance Management Achiever in North America” by commercial truck maker PACCAR.

Press release quote: “We are honored to again be recognized by PACCAR, a long-standing partner, as a top-performing supplier,” said ‘company executive.’ “Receiving this award for the second consecutive year underscores our commitment to continuous improvement initiatives and the development of innovative product solutions.”

Isn’t the second comment in this quote way better than the first line? Way more impactful, right? The first one is essentially re-stating what’s already been said in the headline and lede, with the addition of the “honored” word. Of course, you’re honored. And you should be.

But the second part of the comment allows you to mention the company’s emphasis on innovation and continuous improvement. It’s the “why” behind the recognition; “why” it’s so important or significant to your organization. That’s the line that should go in place of the “honored” line.

Another example comes from Ford Motor Company after its F-650 was named Medium-Duty Truck of the Year in 2020 by Work Truck magazine.

The press release quote says, “It is an honor to accept the Medium-Duty Truck of the Year Award for the Built Ford Tough F-650 chassis cab,” said ‘company executive.’

Total throw-away line. But look at the quote that comes next. How much better would this one have been to begin with … “This award has special significance to us because we know the winning truck is selected by the folks who rely on it to get their jobs done. They vote for the truck they can count on to perform day in and day out, to stand up to whatever they put it through and then come back for more the next day.”

Ahhh, how refreshing and what a great quote! But why bury it underneath saying you’re proud to have won the award?

That line should go without saying. Seriously … don’t say it.

We see the same “proud and honored” dynamic in social media posts, too. Many times it’s on someone’s individual LinkedIn page. You’ll also see it throughout many companies’ Facebook pages.

Here’s some examples (names removed for confidentiality):

• “I am proud to announce that I have started a new professional journey with [Company X].”
• “I am proud and grateful to announce that I have been selected as one of only 30 CPAs honored by the AICPA as a member of the Leadership Academy …”
• “I am honored to be recognized by Automotive News this week” (with a link to an article about Automotive News announcing its “Forty Under 40” winners)
• “Proud to receive the Cambia Value Award for Hope” (with a link to a video that’s redundantly titled with person’s name and “Winner of the Cambia Value Award for Hope”)

In each of these examples, the “why” behind these proud moments would offer a more compelling and engaging social media post. Don’t just re-state what the headline in the link also says.

Stuck not knowing what to say instead? Answer one of these questions as your lead-in …

• What are you most looking forward to achieving or working on in this new position?
• What teammates or mentors do you credit for helping you achieve this success?
• What does the award or distinction mean to you personally or professionally?

In short, tell us something about the award you won and WHY you’re proud to have received it. Not just THAT you received it. The link you included already mentions that … almost verbatim, too. Add something that hasn’t already been stated.

Writing that you’re proud or honored is the easy way out. Maybe it gets the job done, but it’s really a missed opportunity to say something more engaging.

Next time you find yourself using one of these words, challenge yourself to think of the “why” behind it and use that as the impetus for your copy. It’s more humbling, more genuine and more of a value-add to the reader.

Have another suggestion for removing the “we’re proud” phrase from your content? Please share it along with this article on your social platforms.