Many of the biggest faux pas are directly related to one of the most common business mistakes: failing to think as a buyer. So when you read the following list of five phrases to avoid in your marketing material, keep that simple yet vital piece of information in mind.
1. "Trust me." Trust is something that is earned, not given. Telling people to trust you before you have even done anything to demonstrate why they should trust you will only make them question why you are asking them, instead of showing them, in the first place. (Besides, no one likes to be told what to do, especially not by a "stranger.")
Essentially, anything that means the buyer has to blindly put faith in you will not return desired results. As the old saying goes, actions speak louder than words. Take action to prove that they should trust your company, product, or service. Finally, saying this phrase means that people will prepare themselves to be swindled, and no good can come of that.
2. "No company can sell this cheaper than us." Really? Have you conducted a survey of every company in your city, your region, your state — the United States! — who is selling this product? Highly unlikely. In addition to the fact that such a statement is not only untrue, and will therefore create resentment, continually making this claim will negatively impact your profits. Instead of waxing on about how cheaply your product can be sold, elaborate on why your product is valuable. The customer is much more interested in that, and more importantly, once you have demonstrated the value of the product/service, they will be much more likely to forget about price altogether.
3. "We are the best!" As before, is this statement actually true, or merely an extremely generous claim? Saying something like this will only make the client think that you are lying to them. This will instantly squash your credibility, as well as any hopes you had of making a sale.
4. "Always" and "never." OK, first of all, these words obviously do not make up a phrase, but nonetheless, they too should be avoided. As before, they both come across as nothing more than hyperbole, and that too is tied to dishonesty.
5. "This is perfect for everyone." You may be able to see a pattern; this is yet another example of complete exaggeration. How can this product, which you are selling, be perfect for everyone? How exactly is it perfect? Is it perfect in price, value, or effectiveness? All of them? Again, no product is "one size fits all," and saying this will only hurt your integrity. And no one wants to purchase something from a company that is considered "questionable."
In the end, using these phrases will only inhibit your ability to succeed. The bottom line is that customers/clients (and potential customers/clients) want to create a relationship with a company they can trust, and one which has their best interests in mind. That ultimately is tied to honesty. So the next time you prepare to write an advertisement, pamphlet, or flyer and one of these phrases finds its way upon the page, erase it. The customer, and your company, will both be thankful.
