Have you ever heard of a "platitude" before? Kind of a funny that platitude sounds a lot like a "platypus". Big difference though: the platypus is an exceptional animal that is so distinctive, that people stop and stare at it wherever it goes. Conversely, the platitude isn't so unique; in fact, it causes people to yawn and becoming disinterested and disengaged.

So what is a platitude?

A leading marketing expert at Y2Marketing described a platitude like this, "Words are phrases that are drearily commonplace and predictable that lack power to evoke interest though overuse or repetition that nevertheless are stated as though they were original or significant."

Here's a quick list of the perpetrators to look out for, how many times have you seen them in other people's marketing and advertising? When you saw them, didn't you think, "They're the same as everyone else?"

* We're the fastest

* More honest

* Best service

* Get the job done right

* Largest selection

* Most convenient

* We're experts

These are all good qualities to have; don't get me wrong. But how often have you gone through a magazine or telephone book and sifted though countless ads that all looked and said the same thing? No separation, no distinction and no way to tell one business from another; it was hard to choose a business wasn't it? That's largely because the businesses were using platitudes. When this happens we as prospects or consumers get confused and become disinterested, and that means low to no sales for that business.

By unwittingly using platitudes in marketing and advertising you're in effect telling your prospects that there really isn't any difference between you and the competition, and there's no real reason they should choose to do business with you. If your marketing and advertising says the same thing as everyone else you'll blend in and get lost with everyone else in the crowd.

Saying the same thing and appearing the same as everyone in your marketing and advertising causes confusion and apathy on the part of your prospect, and slow to no sales for you. When you're investing hard-earned money into your business you want to get the most out of your investment, and that means making sure whoever does your marketing and advertising can make your projects unique and effective.

What you can conclude here is that in order to get more customers, better customers and get the absolute most out of your marketing and advertising dollars you have to discover and bring out what's unique about you. Different is good, in fact, being different is essential - if you're not unique, you're invisible. This is why the "free" graphic design you receive when advertising in a publication is something you want to avoid, (check out my article, "When Free's Not What It's Cracked Up to Be").

So what can you do to be unique?

You can invest time and money in learning what's unique about you, or if that isn't your cup of tea, you hire a business savvy graphic designer who can help uncover what's unique about you and why that should make you the clear and overwhelming choice for your prospects to do business with. Hey - that's what I do for a living, and why I invest so much time and energy in learning about you, your business, your competition, your clients and your vision and direction when designing marketing and advertising projects. I, and other high level marketing designers can help prospects see you as unique, I suppose we can help you look like - well, a platypus.

Have you ever felt like you have an outstanding business but you're the best-kept secret in town? If you do there's a strong chance that your marketing and advertising makes you blend in with everyone else. Frustrating isn't it? If you're looking to change things up in your business and start getting every last dime of value out of your marketing and advertising, give me a call at 480.391.0704 and schedule your free business credibility consultation. Let's talk about taking you from being a secret to a success; let's talk about turning your platitudes into platypuses.

I help small businesses build more confidence and credibility into their business brand. Through marketing and design initiatives; I help you feel better about your company. Making you feel good about your business gives you more confidence and less anxiety when you are networking, promoting or selling your business. If your business needs the reliability and talent of an in-house marketing and design department but doesn’t want additional employees, salaries and benefits, give me a call at 480.391.0704 - I have a new approach for you.