Why executives and lawyers aren’t creative directors

This morning, I noticed the tagline (slogan? mission statement? mantra?) at the bottom of each page on the website of the Small Business Administration:

“Aid, counsel, assist and protect, insofar as is possible, the interests of small business concerns.”

Here’s some free advice for the table full of executives and lawyers who came up with that slogan: Stop the copy writing and go back to pushing papers around a desk, or something.

Imagine if the Army’s classic recruiting slogan were written by the folks who came up with the SBA’s positioning line:

“Be, insofar as is possible, all that you can be.”

Or what if the inscription chissled in the granite of the James Farley Post Office in New York City said:

“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds, insofar as is possible.”

I could go on with this all day — Just, insofar as possible, do it.

If their slogan is indicative of the agency’s level of marketing skills, insofar as is possible, I suggest you avoid their marketing advice.