So what are the 3 forbidden phrases? Well, they are phrases that use platitudes. In marketing, platitudes are essentially the kiss of death. So let me give you the definition of a platitude as it pertains to marketing. Platitudes are “words or phrases that are dull, obvious, or predictable that lack power to create interest because they are overused an unoriginal, that are nevertheless still commonly used as though they were unique or distinctive.”
Let me give you some examples of platitudes. They are words and phrases like, “Highest Quality, Best Service, Largest Selection, Gets the job done right the first time, 30 years of experience, been in business since 1776 B.C., Honest, Hard Working, You’ve tried the rest now try the best, Number one, Your dealer of choice, State-of-the-art, blah, blah, blah, blah.”
Sound familiar? Of course it does. You’ve heard this kind of junk for years. But now here’s the killer question, do you have these terms in your marketing? I bet you do. I don’t even know you, but if I were a betting man (which I’m not), I’d bet the farm on the fact that your advertising and marketing is loaded with platitudes just like these right now. Take a look for yourself.
Now I don’t have time to take walk you through all 3 forbidden phrases
, but we’ve created another video for you, that you can watch by clicking this link: 3 Forbidden Phrases. In that video I’ll take you through 3 platitude evaluations so you can objectively determine which words and phrases in your marketing and advertising are actual platitudes.
But here’s the bottom line, these platitudes that fill up your marketing and advertising are killing your profits and destroying your market opportunities. You see, these platitudes don’t distinguish or separate you in the marketplace. They don’t quantify or specify anything. They’re not believable, they usually not provable, and they cause your prospects to minimize, discount, disbelieve—or worst of all, ignore you altogether. Ultimately, your target market ends up believing that you and your business are just like everybody else in your industry. This is why your target market always ends up grinding you on price, regardless of how great you claim your “service” is or how much better you think you are than your competitors. None of that matters, because you have introduced yourself to the marketplace as one more scoop of vanilla in a whole sea of vanilla. Now I’m not saying there is anything wrong with vanilla, in fact I love vanilla, but what I am saying is that if you are perceived as being vanilla—just like everyone else, the only real message you are portraying to your target market is “me too.” Think about how pitiful that is. You see, this is why you are not dominating your market and this is why your sales and revenues are dependent upon the force of the market and not your ability to win over more and more customers and dominate your sector. That’s a big difference.