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?
Carson W. says
Being pretty good drives you to be the best. But the wisdom behind it is that if your mentality is that you are always the second best you don’t stop to be the best. Even if you are already on the top but you’re thinking is that you are still second best then you will not stop on perfecting your craft.
Carson W.
Skinny Jeans Men
Andrew says
Karen,
I prefer the simple and more modest claims, primarily because it becomes easier to meet and hopefully exceed the expectations associated with this claim.
If you are the ‘worl’s best’ at something, then it becomes impossible to exceed the expectation associated with that claim – you can’t be better than the best. And being the best represents only living up to your claims, not exceeding them.
Claims using superlatives however, can be effective if you can back these up with figures. If your product wins some kind of official award or recognition for being the longest lasting or most durable or whatever, then you could certainly mention such an award – it is testament to quality.
.-= Andrew´s last blog ..Niger Delta Crisis – Big Oil’s Big Lesson =-.
Rebecca Smith says
Hi, Karen –
As a word lover, I really enjoyed this post about the power of simple, honest language. (Your description of a “pretty safe airplane” had me LingOL!)
I’d describe myself as a very good writer, but I’d never claim to be the “world’s best.” That sort of boasting would go against my brand of clear and straightforward copywriting — and would probably turn most clients off.
.-= Rebecca Smith´s last blog ..Merriam-Webster’s 2009 Word of the Year: Admonish =-.
Karen Swim says
Wendi, very good points! Honest and fair will never fail in my book. It’s interesting that many mistake arrogance for competence. You can honestly be arrogant because of an overinflated view of your abilities that others may not share. In business, it is a dangerous position to hold.
Karen Swim says
Alina, lol! I’m with you pretty good works for me on so many levels but not when it comes to things like safety. I don’t want food that is pretty clean or pretty fresh and I don’t want a pretty good doctor. I want the freshest food, the best security a bank can offer and I want the best doctor if I have a life threatening illness!
Karen Swim says
Deb, good approach and in this I do think we have to be attuned to our style and comfort level. I prefer to be honest in my claims and deliver what I said I would when I said I would.
Wendi Kelly says
Karen,
I think that its important to be honest and fair. I agree with Deb that under selling and over delivering is the way to delight clients and modesty is good up to a point, but at the same time, one does have to be bold enough, and confident enough to say…yes, I can handle this and I know what it takes to do this for you.
Confidence and arrogance are two different things and while one doesn’t have to be so arrogant to say “I am the best” I think I would want some one who has enough confidence to say…I am better then just good enough. I’m pretty darn great actually. 🙂
Alina Popescu says
Karen, you are so right about needing to adapt language to the line of business you’re in! People often forget that! The rule of thumb I guess is yourself. How would you feel about a really good manicurist? That would work for me. What about a pretty safe bank? I’d run, honestly. Add the needed grain of salt (again, security example, as there is no full-proof security), and you’ll be able to fine-tune your “word adapter” 🙂
.-= Alina Popescu´s last blog ..5 surefire ways for tech support to make customers drop like flies =-.
Deb says
Good question, Karen. In most cases I prefer to go for the undersell. Making big claims right off the bat tend to build great expectations. I think it’s a lot easier to over deliver on a modest claim than scramble to live up to a bold declaration.
.-= Deb´s last blog ..When You’ve Forgotten More Than You Know =-.
Karen Swim says
Heather, great point about honesty! It’s interesting though how consumers can react to certain terms. We have grown comfortable with “expert,” “guru,” “finest.” and don’t require outside validation. Yet, if you blow it big time that message can come back to haunt you.
Heather Villa says
I think the next thing to consider is honesty. Can we really say ‘world’s best’? “World’s Best” implies that the product won or was awarded the title. “Really Good” comes across more as an opinion and has a better ring of truth to it. Definitely something to ponder.
.-= Heather Villa´s last blog ..A Great Innovation Strategy =-.
Karen Swim says
Robert, ROFL! That is the perfect example! I agree you’re a “pretty good guy.” 🙂
Robert Hruzek says
Actually, the best example of the worst use of hyperbole is probably so well-known we completely overlook it: the best man at a wedding! (Logic dictates the actual “best man” is – the groom!)
So I have to agree with both you and Brad on this one. Describing myself as a “pretty good guy” makes a lot more sense than saying “I’m the best guy there is!” 😀
.-= Robert Hruzek´s last blog ..What I Learned From… 2009 =-.
Brad Shorr says
Hi Karen, First of all thanks for mentioning my post. I’m glad it inspired you and I’m relieved your pondering of my post didn’t lead you to get into the beef jerky business. 🙂
I do think the medium makes a difference in how claims ought to be stated, unfortunately. I’m thinking about PPC … I’m not sure “really good” will get as many clickthroughts as “world’s best”, but I don’t have any data to back it up. It would be interesting to see data, though.
Your examples of where excellence is mandatory make complete sense. I’d say the manufacturing sector as a whole, with its emphasis on Six Sigma, zero defects, etc., is also a prime example. No self respecting manufacturer will be content with “really good”.
.-= Brad Shorr´s last blog ..Why B2B Firms Don’t Use Social Media =-.