By removing platitudes from your marketing it will work much better!

1. Do You Use Platitudes In Your Marketing?
profitablemarketingsystems.com/do-you-use-platitudes-in-your-marketing/
Joe McVoy
Do you use platitudes in your marketing?
Do you know what a platitude is?
“Platitudes are words or phrases that are commonplace and predictable. They lack any power to
evoke interest through overuse or repetition – in short, they don’t work!”
One of my favorites is “Free Estimates” as offered by home service companies.
Does anyone ever charge for an estimate?
Does the term “Free Estimates” set you apart as different or better from anyone?
NO!
So why do so many companies use terms like these?
They have ad agencies!
Ad agencies love marketing that cannot be tracked or forced to account for itself because then you have
no reason to fire them!
Sounds like a Dilbert cartoon to me, but the larger the company, the more likely they have an ad agency
and the more likely their advertising shows it . . .
Here are three evaluations to ask about your advertising claims to determine if they are platitudes
(and therefore won’t work!)

2. 1. “Well, I would hope so . . .”
This is the question you fail if you offer “free estimates” or some other such offer.
So does everyone else.
Do you know any competitor who charges for estimates?
If they did, they would be out of business if all their competitors offered free estimates, right?
If you claim in your advertising that you do something that everyone else does too – that claim sucks!
2. “Who else can say that?”
If you and your competitors can all claim the same thing, what good does that do you? I”ve actually seen
an ad where the advertiser had a squirrel in the bottom corner of their ad and they said “look for the
squirrel”!
That’s about the dumbest advertising claim I’ve ever seen! So, knowing that, what were they selling? Why
should they pick you – because you had a squirrel in your ad?
That may work for Budweiser and their Clydesdale ads and puppies during the Super Bowl – but you don’t
have national household brand name
recognition and a billion dollar ad budget . . .
- Reality Alert –
If you don’t have a billion dollar company, you cannot advertise like one!
Those of us with companies with advertising budgets under $50 Million per year need to focus on making
your advertising justify itself and you have no business wasting money on branding in your advertising!
3. “Can you change the name. . .”
Can you change the name in an ad from yours to a competitor’s and still have any claims in the ad be
true?
If so, what does that tell you?
You are spending money advertising something your competitors can say too – in other words, you are
nothing different.
Making sure you can say something your competitors can’t is they key to passing the “platitude
evaluations”.
If you make claims others can’t, you are not using platitudes. If you are just saying the same things others
can claim too, your advertising is advertising your competitors as much as it is you!
Get help
Call, email or text me if you are now spending more that $1,000 per month on advertising/marketing and
can’t pass these tests! I can help you on one phone call – and if that’s all you need, it will be free!
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Best,
Joe
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Joe McVoy
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