So I‘m walking down the mall one day, the markets are on, and I see this guy hanging out his shingle as an iridologist – basically someone who peers into your eyes and can see any health issues.
I think to myself… why not?
I sit down in his chair, he peers into my eyes and comes up with no other conclusion than that I am in pretty good health and should avoid sugar and coffee.
I walked away thinking he was a shonk. Not quite as shonky as the psychic who told me nothing other than that I should join his network marketing business at another ―market‖ experience. But still – a shonk.
Was he really? Or wasn‘t he? I don‘t know for sure.
But the fact is the reason why I thought he was a shonk – was because he didn‘t tell me anything specific at all. He didn‘t tell me what my current diet consisted of. He didn‘t tell me anything about my cholesterol, my heart rate, whether I was under stress, etc.
He just pulled out some bland statement which 99% of the population should probably stop doing… drinking coffee and eating sugar.
Now let‘s take a look at how this happens in advertising.
If you make bland statements like… ―I can make you rich‖… that doesn‘t really say anything.
But if you say…
“I can make any mechanic rich – I’ve already done it for 57 other mechanics… and I have a step-by-step system which shows you how to do it by simply making 3% changes in 7 different areas of your business”… then you have my interest – if I‘m a mechanic that is.
And that same goes for any business.
Get to the specifics – that‘s how you convince your customers.
Bland statements don‘t cut it.