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Using Platitudes In Your Marketing Messages Can Kill You!

Well, not literally “you” but if you are in business for yourself or into blogging for fun or have to write sales letters for someone else’s business, using platitudes can kill your marketing.

Saying you’re different and then acting the same, smelling the same, tasting the same, looking the same and offering virtually the same product  and service, makes you a LIAR!

These words of wisdom come from Rich Harshaw and his very useful on line site Monopolize Your Marketplace.

When you use platitudes in your marketing, your prospects have no way to tell if you are any better or any worse than anyone else.

What’s a platitude? A platitude is “any words or phrases that are drearily commonplace and predictable and that lack power to evoke interest through overuse or repetition that are nevertheless stated as though they are original or significant.”

Words like–

  • High Quality
  • Great Service
  • Amazing Products
  • Been in Service for Over 20 YEARS

Words and phrases that fall smack dab into the platitude bucket do absolutely nothing to help you explain your value to the prospect, and worse, they actually hurt your credability with the prospect.

Why? Simple.

Regardless of how cool your product actually is or how revolutionary your service has become, when you advertise it using platitudes you sound like every other average product or service offering out there. You literally become a  duck in a sea of ducks in the pond quacking at the same  time and are indistinguishable to your prospect.

When building your marketing, you need to prepare your case as thoroughly as an attorney would prepare a case for court.

In court, the attorney’s case can mean the difference between freedom or incarceration. Between life and death. In your business, your case for your product or service means the difference between success and failure. Think about your marketing and advertising strategy this way: Your product or service is on trial. The consumer is the jury. You are the attorney…and you must educate the jury on all the relevant issues and prove to them that you offer the best value available…and it’s a life-or-death sentence. Your job is to define the relevant issues, come up with all the proof, all the arguments, all the evidence and present it in a way that the jury believes you. Remember, your prospects are the jury!

PLATITUDES WON’T CUT IT!

Ultimately, if you present your case for your product or service in a compelling and convincing way, you’ll build confidence with your prospects and bridge the confidence gap. They’ll feel like they’re in control of the decision. You’ll have business coming to you because you will have effectively separated yourself from your competition. Just like the jury draws the conclusion of guilt or innocence, so will your prospects. They’ll feel like they’d have to be a fool to do business with anyone else but you, regardless of price.

If the idea of starting your own business  that you can operate from home from anywhere in the world then give some thought to MAIL ORDER. With the power of Internet to sell your product or service on line, it doesn’t matter if you live in Wyoming or Pennsylvania, in Canada or Italy or if you prefer to run your business from the Bahamas, then mail order is for you.

Take advantage of my special offer to readers of my blog to order my book HOW TO BECOME A MAIL ORDER MILLIONAIRE today. It’s sold on a money back guaaantte of satisfaction, available from Amazon at the published price of $39.95 plus s&h or direct from the publisher for only $29.95 plus $3.50 s&h (Total $33.45) Send a check or money order for $29.95 plus $3.50 (Total $33.45) to: SUPERIOR PRESS 333 N. Michigan Avenue, Suite 1032, Chicago, IL 60601

6 Responses to “Using Platitudes In Your Marketing Messages Can Kill You!”

  • Quentin Heam says:

    I rarely leave a response, however i did a few searching and wound up here Using Platitudes In Your Marketing Messages Can Kill You!. And I actually do have 2 questions for you if it’s allright. Is it simply me or does it look as if like some of the comments come across like they are coming from brain dead visitors? 😛 And, if you are posting on additional social sites, I’d like to follow everything fresh you have to post. Would you list of all of all your public pages like your linkedin profile, Facebook page or twitter feed?

    • Fred Broitman says:

      Brain dead visitors are fairly common. Some may even be bots. It’s the price of doing business on line.

      Fred

  • Have you ever considered about adding a little bit more than just your articles? I mean, what you say is valuable and all. Nevertheless just imagine if you added some great photos or video clips to give your posts more, “pop”! Your content is excellent but with images and video clips, this site could definitely be one of the best in its field. Awesome blog!

    • Fred Broitman says:

      This is definitely something I intend to do in the future. In the meantime, keep checking me out. New blogs posted weekly.

      Fred

  • Unknown: “The difficulties we experience Always illuminate the lessons we need most.”

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