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Want to really turn-off an advertiser? Want to over-hype your sales presentation? Want to look like a marketing amateur…instead of a marketing pro? Then you should just keep on using those CAPS, Bold text, and exclamation points!!! in your sales presentations. It’s not that they can’t ever be used, but only do so sparingly (very sparingly). All this over-hype only makes your pitch less meaningful.
Sit in your prospect’s seat. If your sales points are truly compelling, they should speak for themselves without the embellishment of dramatic text and punctuation. Selling in today’s business environment has become more and more delicate. No one wants to be sold…we want to buy. And when you overuse bold text, CAPS, and exclamation points!!!, you’re screaming at your prospects…and who wants to be screamed at during a sales pitch?
{ 2 comments… read them below or add one }
Believe it or not, the issue of using BOLD / CAPS has always been a bit of a conundrum for me. I might say that I still use bolds/caps. You’ll see why below.
With so much email, I really really try to be empathetic. And while I agree that the “‘shouting” aspect of bolds/caps do at times scream, I’ve concluded for myself that it is not a black and white issue but a standard of moderation. Moderation on the sparingly side.
So, that’s one man’s opinion and I appreciate the discussion of the topic.
Thanks, Greg!
I really appreciate the sales imaging tips that you send. They are serious
food for thought that people normally don’t realize how what and how they
make presentations can affect the sale and the look of the company.
Thank you so much!