I just read a sales ad this morning that opens:
Wouldn’t you like to be in the Caribbean right now, relaxing by the ocean, with palm trees all around you? Well, next year you might be able to…if you work with us!
I guess that is some form of an emotional word picture. I think it is lame – the reward speaks to not working (a Caribbean vacation).
Believe me, I’m sitting here in the Twin Cities where we haven’t been above 0 degrees for 4 days. A tropical beach sounds inviting. Yet, if you are looking for a new salesperson, I believe the approach this ad takes will draw in candidates who are looking for a fast buck and a long vacation. That profile isn’t necessarily one that invokes a solid work ethic.
Sales success is normally achieved by consistent, skilled behavior applied over time. Far better to take that approach with a sales ad.
Note: The ad ends with the worst possible line you can put in any sales ad – No phone calls please.