“Marketing Fail” 3 Step Evaluation Test

marketing-fail13 Step Evaluation Test Ottawa. If you’ve ever wondered why your marketing gets such dismal results – even though yours looks just as good as your competitors, allow me to explain exactly and specifically why. That’s right, I’m about to spell out the problem with just about every single ad, brochure, website, billboard, trade show booth and any other piece of marketing out there. I’m going to expose the trap that almost all marketing falls into today. I think you’ll find it’s a real eye opener.

We call it the Platitude Trap. Originally exposed by marketing great Rich Harshaw, in his groundbreaking book “Monopolize Your Marketplace”, platitudes are 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.

You’ll find platitudes throughout every form of marketing imaginable. Go ahead and pull out your own ads and brochures – take a look at your website. I can state with great confidence that you and every one of your competitors’ marketing and advertisements are littered with platitudes. They all contain words and phrases that sound something like this: outstanding quality, specializing in, best service, lowest prices, highest quality, performance-driven, we do the job right the first time, been in business since 1891. And depending on the media, they will also have a whole host of menu board services that anyone would expect from someone in their line of business.

I’m not saying that the things I’ve just described aren’t important to running your business; I’m just saying that they are without a doubt, drearily commonplace and predictable. They lack power to evoke interest through overuse or repetition, and nevertheless are stated as though they were original or significant. That’s right, they are all platitudes. I know this is true because I personally spent months pouring over Ottawa area newspapers, magazines, Yellow Pages, brochures, websites, TV and Radio ads… heck I even found myself evaluating on hold messages. The sad fact is that I couldn’t find one piece of marketing that had less than three platitudes in it. This isn’t just a local issue; it’s an epidemic that dates back to the invention of the television. And, it started at a time that was known as the era of the brand builders.

I can assure you that if you follow the same platitude filled, menu board style marketing used by big budget, big box brands – you’ll NEVER get the kinds of results needed to COMPETE and DOMINATE your market. And, you’ll end up spending way more money than you need to.

If I haven’t made my case for why platitudes drain the life out of your marketing and leave your customers feeling empty and confused; then the “Marketing Fails” 3 Step Evaluation Test will surely make it all too real for you. Go ahead! Take the test for yourself.

Platitude Evaluation #1. Well I Would Hope So!

The first thing I would like you to do is to take a moment and write down the reasons why prospective customers would choose your business over your competitors. This should be a fairly simple exercise. If you find that you need to really think about what makes you special then chances are, your prospects and customers will find it difficult too. Once you have written down what makes your business uniquely different, take a look at each statement and ask yourself if your prospect COULD respond by saying “well I would hope so”. Ask yourself, is what I am saying drearily commonplace and predictable, does it lack the power to evoke interest through overuse or repetition that nevertheless is stated as though it were original or significant? If so, you have failed the first test.  

Lets move on to our second “Marketing Fail” evaluation

Platitude Evaluation #2. Who Else Can Say That?

Now in this case, the question is not “who else can do what you do” rather, it’s “who else can say they do what you do”. Fact is, most marketing and advertisements contains the same generalities and platitudes that everyone else is using. If you are not communicating what makes you uniquely different from your competitors; in a very specific and deliberate way; you will most certainly fall victim to the platitude trap. The more you communicate with specifics, the more you will separate yourself from the herd. And the more your unique qualities will shine through. So go ahead, take a good look at your current marketing and advertisements, and then ask yourself “who else can say that?” If your competitors can say what you are saying about your business, then you have failed the second test.

And now it’s time for the final “Marketing Fail” evaluation

Platitude Evaluation #3. The Cross Out/Write In Test

Most business owners find this test to be both shocking and painful. Lets hope that your competitors don’t figure it out before you do. Simply take out any of your advertisements or marketing materials, then cross out your company name and replace it with one of your competitors. While you’re at it, take one of your competitors’ ads and cross out their name and replace it with yours. Now ask yourself: Does your ad still work for your competitor? If in all honesty, you cannot find very specific information in your marketing that your competitor could not claim, and remember, it’s not what you can prove, it’s what you can say – then you have failed the final test in our 3 step evaluation.

Miracles Do Happen – Just Not As Often As We Would Like

Now if by some miracle, you managed to pass each of the 3 “Marketing Fail” 3 Step Evaluation Tests, I want to personally congratulate you. Seriously, you are a stand out in your industry, and no doubt – you are dominating your marketplace. If however, you have joined the ranks of so many whose marketing fails to support their prospects, employees and their business growth – Instant EDGE Marketing can show you how to FIX IT.

Instant EDGE Marketing can show you exactly how to get the most out of your marketing and advertising so that you can start to get the kind of results that you should be getting.

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