Platitude Warning Signs Here is a simple, but illuminating, way to eva - PDF document

Platitude Warning Signs Here is a simple, but illuminating, way to evaluate your marketing. These warning signs will help you know whether your ad or marketing piece will be effective and fully leveraged BEFORE it runs. Note that we refer to your customer and prospect as ÒJohn Smith.Ó This helps us remember not to spend time or money talking to ourselves about what we know too well. 1. "Well, I would hope so!" Ask yourself if whatÕs written in the ad or marketing piece is trite, banal and expected. How about the auto repair shop that claims, "We fix it right the first time." Or, a typical bank ad that claims, ÒWe understand your needs.Ó And John Smith's response? "Well, I would hope so!" 2. "Who else can say that?" Pay close attention to this one; the question is not who else can do what you do. The question is who else can say what you say. The message is saying the same thing as everybody else's, you're wasting your money. Find a compelling way one that John Smith finds relevant Ð you can propel your marketing out of the Platitude Zone. You say you have the best customer service? Prove it with third party validation or testimonials or satisfaction scores. 5. "Who, What, When, Where, How, How Many Specifically?" Your marketing message can separate you from your competition by "building a case" for your product or service. Platitudes can hide the truth; use specificity to build credibility. 6. "What conclusion do you want me to draw?" Numbers are great, and so are interesting visuals, but John Smith is only going to give your ad or brochure a few seconds before he decides if it is interesting, relevant or solves a problem he has. Don't make him work too hard, or you'll lose him. 7. "Compared to what?" This requires that you do your competitive homework. Compare your claims to the industry average, to the local compet Bring them into your message with a promise that you will solve a problem for them, using powerful words that elicit the proper emotional intensity. As important as you think your messages are, chances are prospective customers don't give a ently addressing in your marketing. Platitudes keep you from separating your company from your competitors. They keep your inside reality hidden. Avoid them. You need to learn how to communicate your inside reality to your prospects in a compelling way that w