Last night during America’s Olympics coverage, NBC showed the ladies beach volleyball powerhouse duo of Misty May and Kerri Walsh lose their first set to the Austrian team. It was their first loss of an Olympics set ever. NBC then passed over the second set to bring us swimming semifinals (May and Walsh crushed the Austrians). And then coverage resumed for the third set, which the Americans won.

The day before, NBC neglected to show the Russian floor exercise world champion make a huge error on her routine, which all but put her team out of contention for the gold medal in the team competition. They also didn’t show the scoring and standings upon returning from a commercial. All this, supposedly, to artificially enhance the drama of the competition. (The American team was so far ahead that NBC, apparently, didn’t want to show its viewers that the competition was all but over.)

Here’s the connection to business:

When you sit in a conference room and attempt to create language and messaging that will be compelling to your market, you are similarly attempting to artificially enhance the drama of your product or service.

Why do this?

Why not just talk to your customers and use their words?

I guarantee that your customers speak more positively and emotionally and compellingly than you speak about yourselves. All the language you need is out there among your users. You just have to ask for it.

Similarly, there is absolutely no reason for NBC to try to artificially enhance the drama of the summer Olympics. These athletes are at the culmination of a lifetime of training and impossible dedication. This is sports. There’s enough drama. There’s no need for production sleights and tricks. Just show the events.

And for you, for your marketing, just facilitate the connection between your current, thrilled customers and your prospects. Incorporate your customers’ emotions and powerful language into your marketing.

No need to attempt to artificially inflate the drama.