Cross Out Write-In Test – Platitude Evaluation #3



Platitudes are one of the things you should never use in your marketing.


In fact, even if you’ve been advertising for a long time, you’re probably using them. Platitudes are words or phrases that are common and predictable.


Things like residential and commercial, conveniently located, experienced, board certified and on and on.  I’m not saying you shouldn’t be or do these things, I’m saying is that they mean nothing because they’re overused and everyone says them.  In this video let’s go over platitude evaluation #3 so you can see if you pass the test.


This evaluation is called the Cross Out Write-In Test.  For this evaluation, I’m going to have you cross out the name of your company in your advertisement or website and then write in the name of your competitor. Now tell me this, is the ad still valid? If so, you’ve just failed the test. 


For example, take a look at this attorney’s ad. These are real ads, I’ve removed all the names and information to protect the innocent.  Let’s cross out Hatzenbihler and associates and put in Dowhy, Dowhy and Dowhy. See, the ad is still valid.


These attorneys have all failed when it comes to marketing their practices. They both say basically the same thing.  They might all be great or they might be terrible, but I can’t tell from their ads—it looks to me like they’re all the same.


What about you, if you write the name of your nearest competitor on your website or ad would it still be valid.


Watch Platitude Evaluation #1 - Well I Would Hope So!


Watch Platitude Evaluation #2 Who Else Can Say That?


Get the Right Customers and Employees, Work Less and Make More!


Most businesses suffer lost revenue due to 5 main problems.


There isn’t enough time in the day to sell enough products or services. Markets cycles cause times of high and low profit. Making it hard to predict revenue.


Not enough of the right employees or right customers seem different, they go hand in hand. By marketing with the right strategies, your ideal customers and ideal employees will be walking through your door.


Most business owners want to sell at some point in the future and for a profit. Yet they rarely actively work toward that goal with a defined strategy.


In our Free e-book Marketing Strategies Simplified… we apply principles to help our get everything you want out of what you’re already doing. By looking at what you’re doing well and making improvements through sustainable strategies, we’ll help you grow your business.


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