Once in a while, we come across an article that really hits home and we want to share them with you. This article really should be included in a marketing tutorial or book of some sort. It’s that good, so read everything and pay close attention:
Here it is on a cloudy and cool Tuesday afternoon. This is the time of day I like to go through emails and work on some of the million things I need to do online.
Every now and then people send me a flyer, postcard or some kind of ad for my opinion. With these I also collect local business ads to examine. (it’s kind of a fetish)
When I see the ads sent to me or the ads I collect I notice one common theme, generalized facts. Most small businesses do their own marketing which includes writing the ads. The problem with that is obviously we as the business owner know about what we are selling. We sometimes state things that are obvious to us but a riddle to those not involved.
When we fall in love with our business and lack any real sales skills we can get tunnel vision.
Since most ads in the postcard or flyer format look the same, the consumers stop paying attention; then the ad “fails”. Usually when the ad fails we create an ad filled with more useless generalities with a better coupon.
What are useless generalities? Let’s take this postcard in front of me- here is their focus as these are the words they used:
Experienced, Dependable, Professional and Detailed. This card is for window cleaning but it really does not matter.
Likely all of you use some variation of the words above. Now tell me what those mean to me, the consumer. I suppose you would say “well it is obvious”. I will tell you it looks like all the rest and I would barely glance at it on the way to the trash.
When ads show up and have the exact same formula we stop paying attention. We have fell to sleep 10,000 times before reading this crap.
To read the rest, go Join the Onslaught blog with Paul McQuillan.