Advertising Mistake #2 – Promising The Same Old Stuff
I have just finished looking through another stack of personal brochures filled with words that have been promised so many times, by so many business people, that they no longer have any meaning.
|Quality||We Care||Personal Service|
|Superior Service||Dedication||First Class|
Don’t fall into this trap either!
I’m sure that you provide all of these things to your customers. But the simple truth is these words are so overused that most clients/customers/patients don’t even read them… because they sound like clichés … “So, what’s new???”
You have to have some NEW news if you want people to really pay attention!
A little bit later, we’ll be talking about something called the Unique Selling Proposition (USP). For now, let’s just agree that one of the biggest mistakes you can make is promising the same old stuff. Promising the highest level of integrity, trust and service; promising that “we care”; promising “results”; and so forth.
You must start thinking about offering things that people really do want and get them to respond to you – in big numbers – in greater numbers than you ever could have imagined before.
See, if everyone in your industry promises all these boring slogans, why would your promising them make anyone notice?
The real secret is not to HAVE services and ideas and assistance that are truly outstanding.
No, the real secret is to be able to COMMUNICATE your OUTSTANDING SERVICES OR PRODUCTS in ways that REAL PEOPLE CAN RELATE TO AND RESPOND TO!
“If a tree falls in the forest, and no one is there to hear it…does it make a sound?” You’ve all heard that before. It’s true. Dan Kennedy says that even the best marketing message is useless if it’s falling on deaf ears!
Remember you have to communicate your message to people who are interested, and in a way they can relate to! Just talking to your prospective clients/customers/patients in an interesting way will set you apart. Just that. Then, if you combine this interesting copy with offers they really want…you’ve got yourself a Marketing Machine in the making!