Does anyone actually believe there’s such a thing as “gourmet” frozen pizza? Would any self-respecting gourmet serve previously frozen flatbreads?
Do they really expect us to believe that those jewelry assemblers are genuine “artisans”? What does that mean, anyway?
Too often, we’re faced with overused, unfounded and sometimes unwittingly comical descriptors in advertising and on packaging.
From “rustic” cheeses and “hand-crafted” potato chips to “classic” microwave popcorn and dog food “inspired by the greatest kitchens,” consumers are being asked to swallow more and more outlandish labels than ever before.
Gourmet Bacon Curls? Old-Time Bacon Puffs? Really? They’re pork rinds!
Most of us have seen a pizza delivery box that reads, “You’ve tried all the rest, now try the best!” Seriously? There can only be one “best” pizza and, from what I’m told, it’s in Naples, Italy. So, unless you’re importing tomato pies from the Old World, try saying something else, like why you think your pizza is better.
If you don’t fall for labels like these, why would you expect anyone else to?
Don’t claim to be what you’re not. Embrace what you are, what makes you great and why that should be important to your audience.
From there, the claims come naturally.
A brief trip to the local grocery store yielded these less-than-convincing examples:
Kraft Old English
Sharp Pasteurized Process Cheese Spread
Nothing beats that Old World pasteurized process cheese spreadiness!
Home-style Kibbles ‘n Bits Dog Food
With “Wholesome Home-cooked Taste.”
I’ll take your word for it, because, either someone is a lousy cook, or my dog’s eating too well.
Progresso Artisan Soup
“Being an artisan means you’re passionate about what you create.”
And nothing expresses that more eloquently than pouring it from a foil-lined carton.
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.
Price, style, features and convenience will always be important factors to closing a sale. However, there’s a lot more to promoting your business than what your goods or services mean to your direct consumers. In fact, your audience is likely much broader than you realize.
Those who can harness the benefits of new technology without losing sight of the basics, like branding, creativity and targeted outreach, will be poised for greater success than those who find contentment with what they consider, “Good enough.”
Isolating yourself in a bubble of self-adulation might make you feel good. But, it doesn’t get you anywhere and, worse yet, it prevents you from uncovering opportunities to distinguish your business from the competition.
Emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so.
Sure, “all about you” is important. And you may be the one of best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.
Yes, watching the ads is great fun. Especially to us in the biz. And some of them do set new creative trends. But, what’s the real purpose? Is it to outdo the others? To get the industry awards? The most post-game buzz?
Consistency, frequency and, of course, clarity are each critical to having your value statement penetrate the marketplace and gain traction. And, without traction, you cannot build momentum.