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By: Paul Towell

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Saturday, 10-Nov-2012 03:12 Email | Share | | Bookmark
Find out Why Your Advertising and Marketing isn't Working As Wel

Ever wondered the reasons why advertising isn't working as profitably as it used to? I blame Television and Radio. Over time they have conditioned us into taking for granted that a certain method of advertising and marketing(= branding) is how it's being done. Virtually all marketing collaterals we notice are creative of nature, developed to attract attention rather than for selling.

Because of the high cost of advertising on Radio, TV and major publications we aim to show as much as we can into the shortest time or smallest space. As a result, the ads we create almost always contain platitudes that shout "we are great", "here's what we have for sale and here's much it costs." In fact, meaningless statements at this point in time rule the marketing and advertising world. {No suprise that people have learned to ignore them|It's no surprise that prospects learned to have become immune to them.

What is a platitude you ask?? Dictionary.com tells us: "A platitude is a tride or banal remark or proclamation, one that was expressed as if it were original or significant". "Trite" means deficient of authority to inducing attention through over use or repetition, and "banal" means depressingly commonplace and often predictable.

Putting it all together:
"Platitudes are phrases or words that are trite and all too predictable, and lack power to ignite awareness through over-use that are declared as though they were original or significant."

Be honest, are platitues ruling your marketing collaterals? Do you detect phrases and words that are expressed as if they are unique or important, even though they are not entirely truthful? Language such as:
"Largest selection, best service, lowest prices, most professional, highest quality, fastest, most convenient, largest in the state, more honest, experts in, specializing in, works harder, get the job done right the first time, been in business since," you get the idea.

Marketing phrases such as these have lost credibility a long time past as a result of overuse. Can you see the problem? Does your ad make readers tune out? Think about it. If your radio ad says that you have high quality and great service for example, is that boringly predictable and commonplace? Does it really have the power to evoke action Does the sales copy inspire to take action? Pay attention to this: To get the reader's buy-in you cannot describe your products or services by using platitudes. Why? Platitudes will make you look just like your competitors. That's right: No matter how great your business, you have just reduced yourself to look like everyone else.

If you have ever felt like you have got a great business, but that you are the best kept secret in town, chances are that you are a master of the platitude. If you don't think so, look at your stuff right now, because I'm going to give you some evaluation tip that will confirm everything I am saying.

In fact, almost all marketing is a victim of platitudes: Brochures, flyers, websites, signage, on-hold messages, billboards, tradeshow booths, direct mail, and anything else you can think of. You can spot platitudes anywhere, from TV adsand ads on pickup trucksto the ad in the local newspaper.. I am pretty save in saying: Almost all marketing is made up of boringly predictable and commonplace phrases that don't really mean much..Empty phrases that fail to ignite attention with the prospect. This is a direct result of us living in the period of Big Media, TV and Radio, also known as the area of "brand builders". Being subjected to this form of marketing all the time, we seem to have lost the ability to do it any other way. That is why almost every advertisement fails to produce a return on investment. Because of this, as a rule brochures are boring, and almost every websites are stagnant.

Still not convinced? Let's look at an case in point and see if it will be able to pass the "I would hope so" platitude test:
Anytime a prospect can retort with: "I would hope so!" to any statement being presented, the ad has failed the platitude test.

For instance: Here's a statement a muffler producer presented as their number onereason why automobile owners must buy theirs as opposed to the competitor's: "We understand mufflers inside out." I would hope so! You're the producer of the exhausts Is not what you do? Understand...it's a platitude, one that is used by everyone. The claim has no power to stir up interest as a result of overuse or repetition.

Or what about a automobile repair business that claims, "We repair any vehicle right the first time." I would hope so. Is thisbelievable? Does it really tell you anything concerning the company's track record, and code of ethics? If nothing else, get this: Platitudes allow companies to "stretch the truth" and get away with it.. What else would you expect the guy to say? "Hey, we are lousy. We'll fix things that aren't broken, and make sure the original problem goes unsolved so you will bring it back and we can charge you again." Of course not.

Everyone's always going to say wonderful things about their company if they can get away with it. Again, the problem is that by using all the same platitudes as everyone else you sound exactly like everyone else. And that's a tragedy. I believe that is why your marketing isn't working as well as it should! You've must learn to market more compellingly if you want your promotions to produce superior results!

Marketing Ala Carte


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