Ad Speak is Invisible

For a while I have been telling you, "If it sounds like a commercial, it's not a good commercial."

Why? Because we live in an over-communicated world.
People ignore, and are tired of "Ad Speak".

George Carlin has a bit called "Advertising Lullaby". It is the best list of Ad-Speak ever created.

GEORGE CARLIN AD SPEAK

Quality, value, style, service, selection, convenience
Economy, savings, performance, experience, hospitality
Low rates, friendly service, name brands, easy terms
Affordable prices, money-back guarantee.

Free installation, free admission, free appraisal, free alterations,
Free delivery, free estimates, free home trial, and free parking.

No cash?No problem!No kidding!No fuss, no muss,
No risk, no obligation, no red tape, no down payment,
No entry fee, no hidden charges, no purchase necessary,
No one will call on you, no payments or interest till September.

Limited time only, though, so act now, order today, send no money,
Offer good while supplies last, two to a customer, each item sold separately,
Batteries not included, mileage may vary, all sales are final,
Allow six weeks for delivery, some items not available,
Some assembly required, some restrictions may apply.

So come on in for a free demonstration and a free consultation
with our friendly, professional staff. Our experienced and
knowledgeable sales representatives

will help you make a
selection that's just right for you and just right for your budget.

And say, don't forget to pick up your free gift: a classic deluxe
custom designer luxury prestige high-quality premium select
gourmet pocket pencil sharpener.Yours for the asking,
no purchase necessary.It's our way of saying thank you.

And if you act now, we'll include an extra added free complimentary
bonus gift at no cost to you: a classic deluxe custom designer
luxury prestige high-quality premium select gourmet combination
key ring, magnifying glass, and garden hose, in a genuine
imitation leather-style carrying case with authentic vinyl trim.
Yours for the asking, no purchase necessary.

It's our way of
saying thank you.

The more ad-speak you cram in your commercials, the more invisible they become. They are nothing but cliche's. Cliche's are over-used phrases no one believes.

Methods are many, principles are few...

Methods are many, principles are few, methods always change, principles never do.

(These are my thoughts and notes after hearing a lecture of Roy.)

1. No one ever changes their mind! People simply make new decisions after receiving new information.

2. Selling is simply a transfer of confidence. You cannot transfer, what you do not have.

3. How deep is your confidence in what you offer? The only reason anyone ever says no to an
offer, is “Lack of Confidence”. They are not confident...
• that today is the right day
• that yours is the right solution
• that you are asking the right price
• that you are the person to trust
• and it's going to work.

4. When they have confidence that today is the right day, you are offering the right solution, you
are the person to trust, and the know it's going to work, THEY SAY YES. Every time.

5. Keep this in mind as we move froward talking about advertising, marketing and persuasion.

6. True selling is not about closing techniques or new ways of over coming the objection.

7. There can be legitimate reasons to not purchase today, or purchase from you, or to accept the
solution you are offering. ARE YOU PREPARED TO ACCEPT THAT?

8. If you sell when you shouldn't have, you may win the debate and even win the sale, but you
could or will lose the customer and the customers that customer can bring you. Even more
important, you could lose something even more important. SELF-CONFIDENCE.

9. WHEN YOU HAVE CONFIDENCE THAT TODAY IS THE RIGHT DAY, THIS IS THE
RIGHT PRICE, AND NOW IS THE TIME TO BUY... AND YOU ARE ABLE TO TRANSFER YOUR CONFIDENCE TO THE OTHER PERSON, YOU WILL SEE THEIR MONEY HAPPILY DELIVERED into your pocket.

10. Transferring confidence is about knowing your are telling the truth! If you really believe what you are doing is best for your customer, there is a sixth sense in humans and they feel and know the truth, there is a certain ring of the truth. Nothing is quite as believable as the truth. NEVER COMPROMISE THAT FOR A BOWL OF Porridge (A Short-Term Sale).

11. It's about being willing to give up short-term approval for long-term respect.

The best marketing and advertising solutions are about transferring confidence from you to them over time.

Taking people through the FIVE LEVELS OF COMMUNICATION takes time, focus and discipline.
1. Un-Awareness
2. Awareness
3. Comprehension
4. Conviction
5. Action

Do you have THE TIME, THE FOCUS AND THE DISCIPLINE?

Randy Allsbury
Belief Marketing
Allsbury.com

I Must Now Apologize…

“Words are electric; they should be chosen for the emotional voltage they carry. Weak and predictable words cause grand ideas to appear so dull that they fade into the darkness of oblivion. But powerful words in unusual combinations brightly illuminate the mind.

Yes, words are electric. If a sentence does not shock a little, it carries no emotional voltage. When the hearer is not jolted, you can be sure he is not moved. Remember the words of Napoleon: ‘Small plans do not inflame the hearts of men.’

Words start wars and end them, create love and choke it, bring us to laughter and to joy and tears. Words cause men and women willingly to risk their lives, their fortunes, and their sacred honor. Our world, as we know it, revolves on the power of words.” ---Roy H. Williams

This past week I read one of Roy’s memos. Toward the end of the page, four words flew of the screen and hit me upside the head like a steroid enhanced major leaguer crushing a fastball. Here they are…

“Unsolicited advice is abuse.”

I am in the advice business.

I like to make a difference in the lives and businesses of people more than anything else. On many occasions over the years, I have un-knowingly abused many, many people. The entire time I thought I was being helpful. A handful of times people have taken my intrusive advice. If you are one, I apologize.

Unsolicited advice is abuse, because it is almost always a criticism of past events and actions. The words “Constructive Criticism” were coined by an abusive advisor. (My opinion.)

Some of the worst offenders I have ever met are well-meaning church people. I like this Francis of Assisi quote: “Preach the Gospel at all times and when necessary use words.”

“When you focus on walking the walk, people will ask you to talk about your walk.” (---Me)

We may have to start a new 12 step program called Unsolicited Advice Anonymous.