When Adams Hudson isn’t catching snakes, he is taking care of some really challenging architectural, engineering and marketing problems.
In a recent eletter, he took aim at some standard marketing messages and suggested alternatives including:
- “OFFER ENDS SOON.” What a crock. The public sees right through this crud. This is a waste of words and brain cells, and kills your trust. Put a date or limit on it, and stick to it.
- “OUR SYSTEMS SAVE ENERGY DOLLARS!” Always quantify, or you have people asking, “Like how much? What if it doesn’t? Or why does every single ad say this same thing?” And your trust plummets. Another one…
- “WE’RE FAST AND RELIABLE!” Oh darn! I wanted that slow and unreliable contractor! Why even put this? Always quantify, such as, “Our trained techs get to 92% of all service calls within 24 hours.”” Always quantify, or you have people asking, “Like how much? What if it doesn’t? Or why does every single ad say this same thing?” And your trust plummets.
The key: Take the generalizations and turn them into specifics.
I’ll add my favorite: “We have great customer service.”
No you don’t. If you do, you won’t need to say it. Your customers will.