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Let's Put the B.S. Aside . . . For Good

Written by: Ed Delia

Article Overview: In the past few months, how many times have you encountered one or all of these statements, either from sales people, marketing messages or promotions?

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Let's Put the B.S. Aside . . . For Good

1. Outstanding service is what sets us apart.
2. We're available 24/7.
3. We offer a 100% money back guarantee.
4. Our quality is second to none.
5. We provide strategic solutions.
6. We solve problems so you can focus on more important matters.
7. We help you grow your business.
8. We're a results-oriented company.
9. We have over 100 years of combined experience.
10.We believe in long-term relationships with our customers.

What do all of these statements have in common? EVERYTHING! They're not only vague and boring, but unanimously irrelevant. There's a fundamental problem here. We're spending far too much time telling people what we THINK they want to hear. When you dig into these seemingly positive statements, you quickly realize that they have absolutely nothing to do with what prospects and customers truly need.

There's a reason why technology designed to block marketing messages is advancing as rapidly as the technology used to deliver them. Today's buyers – of both business and home use goods and services – have greater power of choice. And they're using that power readily to dismiss far more marketing messages than they actually take in.

So what do customers crave? They crave what's genuine. They want what's real. They're looking for honesty. It's time that we brought the focus back to what is true and honest about our companies, our products, our services, our brands.

It's time for the B.S. to stop. It's time we started a dialogue with customers and prospects that was based not on what we think they want to hear, but what is true and real and unique about us. What's uniquely truthful about us that would be of some genuine interest, benefit or advantage to them? Then, let them decide if it makes sense to go further.

Infuse your brand with a good dose of honesty and empower your prospects to take a smarter next step. You'll be doing both parties a favor. If the prospect walks, it wasn't a good fit anyway. If they sign on, you may have just taken the first move toward a long-term relationship, because your brand message was based on pure, absolute honesty.

Chew on that for a while.

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Home > Branding > Ed Delia > Lets Put the BS Aside For Good
Article Tags: 100 years, benefit, dialogue, fundamental problem, genuine interest, honesty, long term relationships, marketing, money back guarantee, oriented company, outstanding service, prospects, second to none, strategic solutions

About the Author: Ed Delia
RSS for Ed's articles - Visit Ed's website

Ed Delia grew up in the dynamic and challenging world of marketing. In 1998, he was named president of Delia Associates, assuming full control of the company founded by his father in 1964. Delia Associates has directly contributed to the success and growth of a wide varitey of clients, helping businesses expand their sales opportunities through the development and implementation of highly successful branding campaigns. In 2007, Ed became only the ninth professional in N.J. to earn the Professional Certified Marketer designation from the American Marketing Association, Joing an Elite group of just 250 marketing professionals in the U.S. who hold that designation. Ed was honored as one of New Jersey's 40 under 40 for 20069, an annual designation by NJBiz, the state's leading business publication. He also was named 2006 Outstanding Business Person of the Year by the Somerset Business Partnership. Ed is a frequent speaker on branding, marketing, advertising, and technology-driven communications. He is an Expert Speaker for Vistage International, the largest peer-to-peer learning organization for CEOs. Ed earned his BA in English from Dickinson College in Pennsylvania.

Click here to visit Ed's website Dashed Line

More from Ed Delia
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Moving Up the Perception Pyramid
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