Advertising generics in this case does not mean store brands or value brands, it refers to the selling words we use in advertising and sales. Quality. Service. Tailored to your needs. Savings. You’ve heard these words a million times in selling. They are the flah, flah, flah of selling. Key words, if you will, that tell consumers you have no real message. Today, if you are selling quality, you are not selling.
If you want to study selling go out and do some cold calling. Or telemarketing. (No don’t. You may find your way to my door.) Advertising is a little like cold calling. But at least many who create ads understand the notion of engagement, product benefit, value demonstration and simplicity.
The best advertising and cold selling does not use generics. It uses meaningful selling ploys — to be figured out on a case by case basis. It’s an art.
In sales the pop technique for the past 10 years has been “solution selling.” Don’t sell the features – ask, listen, find the pain points and create the perception that your product can heal. Solutions selling has spawned a generation of listeners. “Hi, I know you are very busy but tell me about your company.” Nuh, uh. No thanks. Busy. Buh bue.
Stay away from generics. Don’t sell education, sell Princeton. Don’t sell medicine, sell your branded scrip. Listen to yourself selling, experience your ads. If you wouldn’t buy from you who would? Peace!