Is There A Word Doctor In The House?
“Forget words like ‘hard sell’ and ’soft sell.’
That will only confuse you. Just be sure your
advertising is saying something with substance,
something that will inform and serve the
consumer, and be sure you’re saying it like
it’s never been said before.”
— William Bernbach
I ran across the above quote earlier today and
loved it so much it’s going to appear inside
my Marketing Tips 2 ebook.
And, like many times when we see a new word
or hear something in a new way, the oddest
things happen.
Today I also received an update from a program
I’ve been participating in since it’s inception.
So as not to embarass anyone - or myself for
that matter - I won’t tell you which one.
Suffice to say I’ve written to the owner of
the program numerous times asking for
clarification. Sure, I’m no doubt just having
a “blonde moment,” (no slam intended I assure
you!), but the fact of the matter is apparently
I am not alone.
The email today says the program is doing very
poorly, very little in terms of revenue or use
is happening.
And, it’s no surprise to me… unfortunately.
Logging into the member’s area is a nightmare,
and once inside you truly haven’t a clue WHAT
it is you’re suppose to do next.
The emails that come to “help everyone” tend
to be even more confusing. Information
overload to the point that the point is
completely and utterly lost.
Read Williams’ words above again and then
take it a step further.
It doesn’t matter if you truly HAVE built a
better mouse trap or have the best program
the internet has every seen, if you don’t
explain it for everyone to fully understand
you are doomed to failure.
I have this problem a lot 
Not doom, but
having to take something I’m thinking or
doing - knowing full well I see the “big
picture” - and then making sure, beyond
a shadow of doubt, that the person who was
NOT in on my brainstorming session will
understand it, too.
If they can’t follow it, they can’t do it!
Yes, “it” may make perfect sense… to you!
But, if you’re being asked over and over
to explain “it” and you are still having
problems promoting it or getting people
involved, the problem lies not with them,
but you!
Many of us are familiar with the words
speaking and/or writing “to the lowest common
denominator.” This isn’t a put down, it’s
a plain and simple fact.
Do choose your words carefully, and, when
you THINK you are done, always remember to
ask yourself, “Am I saying it correctly?”
If in doubt, seek a second opinion!
© Theresa Cahill - All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below.
ABOUT THE AUTHOR:
Theresa Cahill, a two decade veteran of marketing, is the owner of http://www.mywizardads.com and invites you to take a look at the services of MWA and download fr.ee helpful information and more at http://www.mywizardads.com/sitemap.html
