Yes It’s true.
There are 3 forbidden phrases that, if used in your advertising, will guarantee that your advertising results will be terrible and yes—I do guarantee that you are using them in your ads right now.
But before I tell you what they are, I want you to get the phone book right now and open the phone book up to your ad. If you don’t have an ad in the phone book, then get your brochure, your newspaper ad, your website, or any other advertisement or marketing piece that you use, because I’m going to give you 3 evaluations in just a second so you can see if your ad passes or fails.
Okay, so you should have your ad ready now. But before I give you the evaluations, let me ask you a simple but important question.
Do you always feel forced into a price-competitive situation in your industry? Do you feel like your customers only care about price? Are you always cutting your profits so that you can match a competitor’s price? If so, pay close attention to what I’m about to show you because I’m about to explain the biggest reason for that problem.
So here’s the deal, the 3 Forbidden Phrases that you should never use in advertising are phrases or statements that include platitudes. Now, let me give you the definition of a platitude. A platitude is defined as “words or phrases that are drearily commonplace and predictable that lack power to evoke interest through overuse or repetition, that nevertheless are stated as though they were original or significant.”
These are words and phrases like: highest quality, biggest selection, largest inventory, best service, been in business since 1776 BC, family owned, gets the job done right the first time, fast, residential and commercial, free estimates, locally owned and operated, #1 in satisfaction, we’re better, why pay more, lowest prices, we care, conveniently located, professional, experienced, affordable, board certified, accredited, we’re different, advanced techniques, call today, dependable, etc. Do you get the point yet?
Now look, I’m not saying that you shouldn’t actually be these kinds of things, but I am saying that they are all platitudes. Every one of those statements and phrases are drearily commonplace and predictable, they lack power to evoke interest through overuse or repetition, and they were nevertheless stated as though they were original or significant. They’re all platitudes, my friend.
And, I’m going to make you two guarantees about these platitudes right now. The first guarantee is this:
1. I guarantee you are using platitudes just like these in all of your advertisements right now—especially if you advertise in the Yellow Pages. Here in this country, I’ve looked through all of these books myself and there is not one ad yet that passes the 3 evaluations I’m about to give you.
2. The second guarantee is this—using these platitudes in your advertisements has made your advertising results dismal for as long as you’ve used them. This means you’ve left an untold sum of money on the table—money that you could have had in the bank account already if you would have applied the principles I’m about to teach you.
Now, I understand that you may have been running ads like this for 10, 20, or 30 years—even longer than that—and have been getting what most people would consider pretty good results that whole time. But what if I could show you that you could have got even better results?
It’s true—better results are possible and even inevitable when you eliminate platitudes. You see, there is a historical reason that I don’t have time to explain in this video, (it has to do with the invention of the television and the history of advertising) and it explains exactly why everybody uses platitudes in their advertising.
And by everybody, I mean everybody, including you and your competitors. What this means is that there is a huge market opportunity for the first company in your industry to fix this problem. I’ll explain more about fixing this problem in just a second, but first let me give you the 3 evaluations. Okay, are you ready? Here we go…
3 forbidden phrases. Platitude Evaluation #1 – Well I would hope so.
I want you to take a look at any claim you’ve made in your ad and ask yourself if a customer or prospect, could or would automatically respond with the statement, “Well I would hope so.” For example here’s an ad for a plumber that says “Plumbing Service and Repair.” Well I would hope so, you are a plumber right? This one says, they are “licensed, bonded and insured,” and that they “fix faucets and fixtures, water heaters, tubs and showers, etc.” Well I would hope so. You’re a plumber. What else would you do? I mean, it’s so painfully obvious that it’s ridiculous. Or how about this one that says “committed to honest, ethical service.”
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