Know-How Exchange : Advertising/PR

Dear sarah.lee,

Clever phrases don't sell.

On that issue we've all been lied to by ad agencies large and small for decades and it's got to stop. "Catchy" is not a selling strategy.

The best piece of advice I can possibly offer on selling is this: Clearly make your offer. Tell people what it will do or what it's for. Tell them what you want them to to do next. And then shut up.

No doubt you are thinking "Is that it?".

To which my answer is: yes, that's it.

Simply invite people to dinner, tell them when, where, what time, what the dress code is, what the event is for, and offer a rain date if it's an outdoor shindig.

Ask people to RSVP by a certain date, by the method you select (tell them what you want them to do: call, visit a website, fill in a form and mail it back to you in your reply-paid envelope or whatever), and then stop.

When you remove the desire to be clever you remove all possibility for doubt on the part of your recipient as to what the offer is for (doubt in selling is not good!).

I hope this helps. Good luck with your dinner.

Gary Bloomer
Wilmington, DE, USA

"Who Says There's No Such Thing As A Free Meal?"

While you obviously want to make what you are offering (customer dinner) clear, a clever phrase can make it more entertaining. It at least shows you have put some thought into your event. The issue is when "clever" becomes too cute and starts to distract from the intention of your event.

Maybe you would be better served not with a title, but with an opening sentence:

"As a valued customer, we have your table waiting!"

good luck