Platitudes Now Rule The Roost…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.
Platitude Evaluations:
Cross-Out/Write-In Test:
Cross your name off your ad and write in the name of your competitor.
Well I Would Hope So!
Does your prospect expect you to say what you’ve said?
Who Else Can Say That?
Could your competitors say the same things you’ve said?
Evaluate & See For Yourself
Grab an advertisement or marketing piece from your company and run it through
these three “Platitude Evaluations:”
1. Well I Would Hope So! Does your prospect expect you to say what you’ve said? If so, it’s a platitude.
2. Who Else Can Say That? Could your competitors say the same things you’ve said? Not do what you do, but SAY what you say?
3. Cross-Out/Write-In Test: Cross your name off your ad and write in the name of your competitor. If the ad is still valid, you fail the test!
How did this mess get started? How did our advertising get so bad?
Up Until The 1980’s There Were:
• Fewer Competitors
• Fewer Choices
• Low Technology
• Low Education
• Low Information
• Low Resistance
• Easier to make a
buying decision
The Seller Had The Power
Because of…
• Increased Technology
• Increased Competition
• More Choices
• Increased Information
• “Entrepreneurial Boom”
This Has Led to…
• Increased Resistance
• Longer Buying Cycles
• Price Competition
• Products are Commodities
• Identical Marketing Messages
This Has Created the Confidence Gap
NOW – The Buyer Has The Power (and the seller is at his mercy)
“The Confidence Gap represents the buyer’s inability to distinguish whether any of the businesses, any of the products, or any of the services are any BETTER, any DIFFERENT, or any WORSE than any of the others.”
RESULT: Buyers Stall and Shop PRICE.
These Problems Have Resulted In…
Most Companies’ Inside Reality and Outside Perception DON’T MATCH
Next – How to fix this. Activators and Hot Buttons.
