Rubbish, Generalisations and What’s Your Point??

I just finished reading a set of brochures sent to me last week – well I admit I only managed to get past the first four paragraphs of one of them… So let me summarise for you…

Yes, you are “committed to excellence.” … and yes you do have a “tradition of quality service.”

Of course you are “responsive.”

Even more you are proactive and cost-effective

Now really; when you read this or a salesperson tells you these great points do you listen? Do you trust them? Do you believe them?

No? What do you mean no?. That must mean you don’t listen to clichés. Guess what your clients won’t either – so don’t use them. They are rubbish.

Request a brochure from a company and more often than not you won’t read beyond the first few paragraphs. Why? Well try to figure out quickly what is making that firm an excellent choice. You’ll read those first three or four paragraphs then give up. It’s vague generalisations, few if any concrete examples, no proof, no evidence, no interest. Just a waste of time…. and that’s a message you don’t want to give your customers. So avoid generalisations and….

Get To The Point. Most marketing pieces and sales pitches seem to have a point of “I want to sell you something”- but what’s the point in that – that’s obvious. These marketing pieces and sales pitches never get to the point. So how about YOU get to the point? YOU tell people in a single compelling sentence why they should buy from you instead of someone else. So…

Make it vivid. Vivid pictures, pitches and words. After all you cannot bore someone into buying your product or service. People respond to new things in their life so why use the same old clichés, generalisations and other tired words? Your fresh words will have greater integrity and honesty.

Regards,

Peter