MARKETING AND SALES STRATEGIES
When I see people on the sidewalk asking for money, most have the same business model.
They have a hand drawn cardboard advertisement that reads:
I always wonder if they really are homeless, really are veterans, and really do have a family. I cynically doubt that the sign they hold is true.
On the Las Vegas strip Saturday night, I ran into this gentleman and laughed out loud at his sign. I gave him some money and thanked him for the laughter.
He told me that some people have a sense of humor and some don’t. He likes reaching those, like me, who get it.
This sign was especially funny to me because it is so obviously untrue but it makes me think of his competitors’ statements that they are homeless veterans with a family.
Is it the truth?
Here are a few other statements that I frequently see that I simply don’t believe anymore.
- Your call is important to us.
- Due to higher than expected call volume, your wait time is longer than normal.
- We love our customers.
- This is the best price I can offer.
Are you telling the truth?
DMS, after reading your content for the past few years never have I felt compelled to comment 'till now. So many empty phrases. I will share some of the ones in "my industry" and let's see how easily you can guess what is the industry that I work on.
Great time to sell
Great time to buy
How about we talk to each other like normal people?
"Your call is important to us" (but not important to hire enough customer service people to help you in a timely fashion) is the one that really gets me.
Although the absolute worst in my view (once you start to look for it) is food. Almost nothing we eat is what it says. Food companies have gone from telling the truth to "is there a law preventing us from using this word to describe something that really isn't what our customers think this word is." And we're eating this stuff.
"Natural strawberry flavor" doesn't mean there is any strawberry used, it just means "natural" products are used to create a fake strawberry flavor". "Processed cheese", "oxtail soup", etc. Sole often isn't really sole but a fish they found in Africa, renamed African sole and then sell as sole. Even protected names like prosciutto (ham that by law has to be from Italy) is often a Dutch pig trucked to Italy to be slaughtered and then trucked back as prosciutto. The list is diverse and endless.
This is where the internet could be a powerful tool to expose these sorts of untruths.
Paul - Let me guess. Real Estate. "Motivated Seller" is one I hear sometimes.
Gerard - I hadn't thought about food, but you're right. I'm always fascinated when some food which is bad for you touts an attribute that makes no sense. For example candy that says "no fat" - yeah, there's no fat because it is 99% sugar!
'...as our menu options have recently changed."
Kelly - good one!
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