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, they no longer have any meaning.
Words like…
| Quality | We Care | Personal Service |
| Trust | Results | Full Service |
| Integrity | Experience | Customer Satisfaction |
| Excellence | Leadership | Top Producer |
| 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 don’t read them because they sound like clichés …
“So, what’s new?”
You need 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 greater numbers than you ever could have imagined before.
See, if everyone in your industry promises all these boring slogans, why would your promises appear any different?
The real secret is not only to have services, ideas and assistance that are truly outstanding, but to also have effective communication. This means having the ability to communicate your outstanding services or products in ways that real people can relate 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 to effectively communicate with people who are interested, and be relatable! Just talking to your prospective clients 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!
If you need help in finding your Real Mission, reach out to us at admin@yourmarketingmachines.com.au or book a 15 minute no-obligation call with one of our team members
