Quality, service and price are claims that advertisers have used for years. Unfortunately, they don't work anymore because consumers have become numb to such common and empty rhetoric.

Don't customers already assume that businesses offer quality products and good service? What company wouldn't claim that?

These expectations aren't customer benefits. Claims such as quality and service can be unique only if you are able to show why yours are outstanding compared with those of the competition.

The same holds true for price. Unless you're selling a commodity item, people generally make purchase decisions based on the value of goods or service versus cost alone.

People are exposed to as many as 5,000 advertising impressions each day. So most of us have become good at filtering through the nonsense and focusing on only what interests us.

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