Thursday, April 17, 2008

"Comes from a smoke free and pet free home..."

I personally don't like this comment on eBay listings. The first think I think of when I read "comes from a smoke free pet free home" is a long-haired sheepdog and a dirty ashtray. It is the power of suggestion at work here, and I don't want to put those types of images in my customers' heads. (Editor's note, I love animals, but mentioning them on an eBay listing about clothing won't help your business.)

Here is another example. Say you go to a fine, upscale steakhouse. The menu will say something like, "8 oz Filet. Thick, succulent cut of USDA prime beef, seasoned to perfection, sure to melt in your mouth." They don't say, "Worm-free, doesn't have a hair on it, and was not sneezed on. Hasn't been dropped on the kitchen floor."

See what I mean about the power of suggestion? Don't even go there. Same concept with "free of rips, tears, or stains." What is the image in your head RIGHT now after reading that? Rips and stains, right?

Words are very powerful. And when that is all you have between you and your customer's mind, you have to be careful.

Just food for thought.
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