why being the best is really bad for your business
DESCRIPTION
One of the quickest ways to make your prospective customers throw up and leave you is to say you are: “Australia’s leading expert in...” Whether you’re in real estate, marketing, training, social media or whatever it doesn’t matter: Make the above statement and you instantly lose all credibility with your potential buyer. As any good salesperson or marketer will tell you, establishing credibility is the key to making a deal. Lose it and you have to work incredibly hard to get it back. The trouble with saying you’re the country’s leading whatever in your marketing material is that when a potential customer reads it they go: ‘Yeah, you and every other a...hole.” That’s because almost everybody else is telling them the same thing a thousand times a day.TRANSCRIPT
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Why Being the Best is Really
Bad for Your Business
How to Avoid this Horror
Marketing Mistake
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Is your marketing
making your
customers
throw-up?.
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The quickest way
to make customers
throw up and leave
is to say you are:
“The leading expert
in...”
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You instantly lose all credibility
with your potential buyer.
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“I’m the best”
“Yeah, you and every other a...hole.”
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Nothing distinguishes you from
anybody else
You’re just another desperate hustler.
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Even if you are the best
or an expert in your
field, it is for other
people to make that
call.
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Use testimonials
and authoritative
accreditations
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Otherwise You Look
Desperate and Dateless
Are you trying to convince the
prospect or bolster your own
self esteem?
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You Ignored the Most
Important Person
Your Customer
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It’s like when you meet
someone new at a party and
all they ever talk about is
how great they are.
BORING!
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You’re Not Memorable or Unique
If you say the same as everybody
else, there’s nothing to remember
you by.
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There’s nothing to set you apart
from your competition.
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Saying you’re
the best has
no value to
your
customer.
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Basically You’ve Peed all Over
Your Pants
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‘We’re great at this...” and “We’ve
done that...” and We’ve won this
award...”
( We, we, we ) known as the client
we-weeing all over themselves.
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No More Piddling
Platitudes Puhleeeze
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Peeing your
marketing pants
may make you
feel warm and
cosy, but your
customers will
avoid you.
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Marketers, advertisers are among the
worst at making the above mistakes.
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The ‘We” word is everywhere.
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The more desire and value you can
create in your marketing
copywriting, the more successful it
will be.
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Read more:
Why Being the Best is Really Bad
for Your Business