Can you be TOO professional?

If there's one thing I have to say about a lot of black businesses, it's that at times they try too hard to be, "too professional".

Although I agree
it's a good thing to be professional, you lose a sense of personality when you begin throwing lots of "professional-isms" out here.

- especially in their advertising.

Listen, being professional is all well and good, but too much is too much. You can be professional, but have a personality that attracts people.

Look at Sean "Puffy" (or whatever his middle name is now) Combs..

Although he's a driven, calculating business machine, he's got personality. He's got swagger, style, and people are attracted to his personality. Even if you look at his marketing materials for his clothing and fragrance line, they aren't all stuffy and corporate.

Listen, the most dangerous thing you can do in your marketing is to be BORING. People hate boring. It actually drives them away.


Be exciting, enticing, and most of all - BE SOMEONE!


In your marketing materials, don't talk like a robot. Don't say, "Hello, we are representing the firm of Marshall and Marshall Accouting. We are a firm that..."

"ZZZZZZZZZZZZZZZZZZZZZZZZZZZZ..........."

It's boring. It has no flair and it does nothing to attract someone to your business. All your marketing materials should start off with a headline that offers an immediate benefit to the customer.


Something like,

"Are You Sick and Tired Of Your Accounting Headaches? Give Us 15 Minutes And We'll Show You Precisely How To Eliminate Your 'Number Nightmare' and Make Your Accounting Troubles A Thing Of The Past! - Call us now for a FREE consultation."

See the difference? From that headline, you can immediately tell what the benefit to doing business with this accounting firm is. And can't you see how it pulls you in and makes you read the rest of the headline - which in turn will make you read the rest of the advertisement?

- which is exactly what you want your prospects to do.

Remember your number #1 job in business - to make money. Not to appear super-professional, not to have the best filing system, but to make money.

Trust me - being boring with your marketing materials pushes people away and that's not what you want. Pull people in with personality, an obvious benefit and watch your sales soar!

Best,

Lee Smith

HLS Marketing

Las Vegas, NV

P.S. - If you want to know how to pull people in with your advertising materials, check out Hypnotic Marketing by Joe Vitale. If there's a guy alive who can teach you how to write hypnotic ads and pull people in, it's Joe. Go here and check him out and see how he can help your marketing.