Most marketing is full of platitudes. Platitudes are words or phrases that are drearily commonplace and predictable, that lack power to evoke interest through overuse and repetition...that are nevertheless stated as though they were original or significant. Sayings like:
Lowest Prices
Best Service
Highest Quality
Words & Phrases like:
Most Professional
Largest Selection
Biggest In State
Family Owned
Most Reliable
In Business Since 1431B.C.
And then there's Menu board style advertising:
Just like a restaurant menu...“Here’s our name and here’s a list of stuff we have for sale.”
• Utilized by many small businesses.
• Commonly found in yellow pages, newspaper, magazines...even radio & TV.
• Basic offer: “Come buy from us for no justifiable, rational reason besides we have it.”
Even A Dead Fish Can Float Down Stream
Just because your ads are done wrong and violate the Marketing Equation
doesn’t mean they absolutely won’t work. In fact, often times they work just fine.
Why? Because none of your competitors are doing any better at marketing than you are! After all, people need to buy what you sell, and they’re going to buy from somebody. If you run an ad you’re likely to get some business. We call this “situational results,” meaning the momentum of the marketplace will bring you some customers. Here’s a better idea: implement the Marketing Equation (interrupt, engage, educate and offer) into your business and own your marketplace!
Happy Thanksgiving Everyone!
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