Are You Swiftly Killing YOUR Financial Future?
© 1999-2000 Harmony Major
Don't get defensive, and don't become offended by the points made
in this article -- this is meant to HELP you. So if you're ready
to learn how to avoid a common marketing faux pas, then put on
your thinking cap and let's get to work! :)
And, what's this suicide marketing "no-no" that's could be
killing your profits? That would be...
LACK OF ORIGINALITY.
Yep, you heard right. Get your complimentary barf bags from that
overhead compartment -- you'll need 'em for this one. Are you
sick of hearing the same dried-up cliches over and over again in
sales letters, ads, and every day business talk? You know, the
ones loaded with overused phrases like
"It's a WIN/WIN situation!"
And so on. If you're not sick to death of the lack of originality displayed at every turn, you soon will be. It makes me think,
"Houston ... we have a problem."
"It ain't over 'til the fat lady sings."
"Drive your hit counter CRAZY!"
"Uh oh ... here we go again! Just another marketing
know-it-all that thinks (s)he's hot stuff because
(s)he's learned a 'popular' catch phrase."
I guess some people say,
"Everyone else uses it, so it MUST be okay!"
Uhhhgggghhh ... Gag me with a spoon!
I mean, really. Aren't YOU fed up with all of the "FREE" this and
"NOW!" that, "SKYROCKET" this and "BOOST" that? BE ORIGINAL, for
goodness sakes. Whether you're willing to believe it or not, this
can be affecting your advertising and sales results in a very bad
way. And what's worse, some of our International business people
or newer clientele may not have a clue as to what these cliches
And what about:
"This DUMB little ad..."
Oh? If it's so dumb, why the heck were people using it? That ad
was plastered all over the Internet, and quickly became
ineffective for that reason. These people should have gotten a
clue AND a THESAURUS. If you're worried that using a thesaurus
isn't "modern" enough, you might try http://www.thesaurus.com ;-)
Are YOU still assassinating your financial future with this one
often-overlooked marketing "no-no?" If so, this is your fair
warning. Sure ... SOME of those overused, washed-out cliches may
still be working, but for how long? I know it may be tempting,
but don't let the Internet and all its splendor overtake you. One
quick remedy is to come up with your OWN catch phrase.
It's simple, really.
Create your own metaphor that's easily applicable to the type of
business you're in. Can't think of a new one that 'tickles your
fancy?' Then try thinking of a well-known saying that ISN'T used
commonly in your industry. My own personal saying is
"Do not pass 'Go.' Do not collect two-hundred dollars."
You probably know that phrase is well-known to Monopoly players
all over the world, but NOT in business. You can apply it to
anything you don't want your listener or reader to do, just as
you would any of the less original sayings you hear every day.
But, 'if push comes to shove' ... just don't use one. ;-) They
can cloud your message, and it can make you seem less than
creatively inclined. You've been warned -- now it's up to you.
ABOUT THE AUTHOR
Harmony Major is the author of Yahoo! Secrets, where she reveals
how YOU can drive HUNDREDS more visitors to your site each day,
by getting a #1 listing on Yahoo. Don't just settle for "getting
listed." Use her instantly-effective tactics to boost your site
traffic with a TOP Yahoo listing! Visit: http://YahooSecrets.com