You’ve Tried the Rest, Now Try the Best!

How many times have you seen that slogan on a take-out pizza box?  Does it somehow validate your decision to choose that particular restaurant?   If you see it on a pizza box at someone else’s home does it somehow persuade you to switch your own pizza preference?

How about the plethora of  auto insurance companies that each claim they will save you hundreds of dollars if you switch from your current carrier, or the bank claiming they have the best loan rate?

Do any of these statements have any meaning for you? Of course  they don’t. They can’t all be the best, or have the lowest prices or the lowest rates.  When competitors all make identical claims, all of those claims become meaningless.

Are you doing the same thing with your company?

Do you make the same boasts as your competitors?  Do you all claim to be the least expensive, the highest quality, have the fastest turnaround or the most friendly staff?

If you do, I can assure you that your statement has absolutely no meaning to your audience.

To have an effective marketing or sales campaign you have to tell your prospective clients about something that you honestly do better than the other guys.

If you can’t think of anything that you do better than the other guys, that’s a whole different conversation, isn’t it?

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Posted on January 23, 2011, in Customer Service, Marketing, Social Media and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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