Common Pitfalls

Clutter

  • Too much information.
  • Too many details.
  • Too many prices.
  • More than one idea or theme.

Clich├ęs

Statements that have become meaningless because people have heard them over and over and over. The brain no longer registers them.
Questions with obvious answers.
Do you like saving money? This insults the listener’s intelligence.

Obvious Yes or No Questions

Do you need new tires? If they don’t, they may tune out and you won’t have the opportunity to plant the seed of your sales message for when they do require tires. On the other hand, questions that inspire the listener to think are good: “How young do you want to be when you retire? 60? 50?

Unnecessary Phone numbers.

If the phone number is not the focus of your “call for action”, there’s no need to mention it. People will look in the phone book if they want to call you. If your motivating people to come to a store, don’t waste precious time putting the phone number in.

Hard to grasp addresses.

Visit us at 10004 – 104th Street. Instead, put your location in easy to understand terms. “Visit us south of London Drugs in the Gateway Power Center” or “Calgary Trail South at 34th Avenue.

Meaningless percentages of savings.

20 percent off – 20 percent off what? Fishing rods, $129.99 – is that a good price? Instead, prove the savings. Bushnell fishing rods, normally 1 hundred and 65 dollars, reduced to $99 dollars! You save over 60 dollars!

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