This entry was posted on Wednesday, September 5th, 2007 at 2:24 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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Advertisers Don’t Trust The Hype
Want to really turn-off an advertiser? Want to over-hype your sales presentation? Want to look like a marketing amateur…instead of a marketing pro? Then you should just keep on using those CAPS, Bold text, and exclamation points!!! in your sales presentations. It’s not that they can’t ever be used, but only do so sparingly (very sparingly). All this over-hype only makes your pitch less meaningful.
Sit in your prospect’s seat. If your sales points are truly compelling, they should speak for themselves without the embellishment of dramatic text and punctuation. Selling in today’s business environment has become more and more delicate. No one wants to be sold…we want to buy. And when you overuse bold text, CAPS, and exclamation points!!!, you’re screaming at your prospects…and who wants to be screamed at during a sales pitch?
2 Responses to “Advertisers Don’t Trust The Hype”
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September 5th, 2007 at 6:24 pm
Believe it or not, the issue of using BOLD / CAPS has always been a bit of a conundrum for me. I might say that I still use bolds/caps. You’ll see why below.
With so much email, I really really try to be empathetic. And while I agree that the “’shouting” aspect of bolds/caps do at times scream, I’ve concluded for myself that it is not a black and white issue but a standard of moderation. Moderation on the sparingly side.
So, that’s one man’s opinion and I appreciate the discussion of the topic.
Thanks, Greg!
September 6th, 2007 at 9:23 am
I really appreciate the sales imaging tips that you send. They are serious
food for thought that people normally don’t realize how what and how they
make presentations can affect the sale and the look of the company.
Thank you so much!