diff --git a/pcidev.c b/pcidev.c
index 9630786..6c92c0a 100644
--- a/pcidev.c
+++ b/pcidev.c
@@ -100,7 +100,7 @@
 		exit(1);
 	} else if (found > 1) {
 		fprintf(stderr, "Error: Multiple supported PCI devices found. "
-			"Use 'flashrom -p xxxx=bb:dd.f' \n"
+			"Use 'flashrom -p xxxx:bb:dd.f' \n"
 			"to explicitly select the card with the given BDF "
 			"(PCI bus, device, function).\n");
 		exit(1);