Sunday, 19 February 2006
Seller or teller
The biggest and brightest in advertising are giving advice. What signals that you are giving as a seller? It's the kind of language that you use that matters. Watch your language if you want to sell.
1. Generalities - does not speak to anybody (people don't have a picture in mind)
- am I speaking to anybody in particular
- I teach people - I have a healthy world view
2. Techwords, techno bubble
- are you going to get the message through
- nobody is responding
- how many of your customers have ever heard about your company
3. HYPE
- inflated, misleading promises
- be careful about what you say
- promises to the other person
- predictions of someone elses future
- chest beating: this is the most exciting out there
- you are selling it, you have an agenda
- your words will be suspect
- the best product in the history of the world
- Screaming: sellers overstates a lot, your web page looks like a tabloid
They try to find ways to talk with their clients.
- not an easy thing
How do you make a message?
- email
- autoresponders
It's not what we think, but what the consumer thinks
How do you put yourself in the shoes of the seller. When sellers starts talking, people goes the other way.
BE SENSIBLE
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