In a post on Monday Brad Shorr demonstrated how understated marketing is better received than grandiose claims. The example he used was a large sign that advertised Really Good Jerky. You can read his full post here.
As Brad pointed out, had the sign said “World’s Best” it may not have been as memorable, but the simplicity of the message made it more authentic.
For the past several days, I have thought about that post in relation to my own personal brand. I am much more comfortable with describing myself as a “pretty good writer” or “really good marketer.” Ironically, the descriptions that do not make me cringe, defy the rules of writing to kill unnecessary adverbs.
The corporate marketer would be encouraged to use “best in class” or “best in region.” The sales person would simply go for “World’s Greatest!” I have been both but shy away from those trade tendencies when it becomes personal.
Yet, the language that breaks the rules of all the disciplines I’ve worked in is ironically the most comfortable. If it is comfortable for me to use, it will undoubtedly resonate with my “right people.”
In our race to dominate our niche and stake our claim on the mountain, we may revert to language that is robust and powerful. Yet that very language may cause our target audience to mistrust our message and us.
There are however, exceptions. If you have earned the title share it. If you are a bestselling author, or the world’s leading expert on gene therapy, you would be a fool not to use it in your marketing.
If you business provides life saving or mission critical services, “pretty good” won’t cut it. No one wants a fairly good surgeon, a pretty safe airplane or a lab that gets it right most of the time. The nature of your business has a great deal to do with the language you choose to promote it.
For many of us though, really good is more than good enough.
Do you prefer simple claims or the more powerful “best” claims? Does your preference vary depending on what is being advertised?