One of the things you should never use in any of your marketing is platitudes.

Updated: Jan 28, 2020

Platitudes are words or phrases that are common and predictable in marketing because everybody uses them and I mean everybody.  These are things like highest quality, biggest selection, best service, we’re professional and on an on.

I’m not saying you shouldn’t be those things, what I’m saying is that by saying those things you sound exactly like everybody else.

We have 3 evaluations that can help you identify if you are using platitudes.  It takes too long to go through all 3 in this video, so let’s go over 1 of them now.  Platitude Evaluation #1 is Well I Would Hope So.

I want you to take a look at any claim you’ve made on your website or any ad.  Here’s an ad for a plumber with their names and info removed to protect the innocent, that says they are licensed and insured and that they have complete plumbing service and repair. 

Well, I would hope so what else would you say?  Hey, we’re lousy, we’ll show up late and make your house dirty.  Of course not! 

Everybody is going to say great things about themselves if they can get away with it. 

How about you, how did you do? 

Do you say any of these painfully obvious statements that would have someone saying well I would hope so.

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Platitude Evaluation #2 - Who Else Can Say That

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

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