"Tossed salad" is the term that copywriting expert Michael Masterson calls trying to sell all the benefits and features of whatever it is you're offering.
You see it all the time in brochures and advertising...trying to be all things to all people. Here's more from the expert:
"If the product is good, it will have piles of benefits and multiple ideas that could all pique your readers' interest.
But you can't lead with all of them.
You must determine your core marketing proposition - just ONE of your product's central ideas or promises.That's it. Pick ONE. And sell it strong."
Good advice for all of us in sales and business. There's an almost irresistible temptation to throw our "tossed salad" at each of our prospect, hoping that something...anything!...gets their attention. But that doesn't work well, as you may know by now. Masterson's observation is a great reminder as we approach each customer.
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