Most popular

So you’re the biggest, friendliest, most exotic, most democratic, most aristocratic company selling the nicest, brightest, darkest, blackest, tastiest, nastiest, most effective, most stylish product in the fastest, loudest, most innovative, most unobtrusive, most traditional way. But are you the most popular company?

Well, I came across an advertisement of one company which claimed to be the most popular in its category. And if I’m not mistaken, the category is not a niche one either.

So how come if you’re the most popular company in your category, you need to advertise, and advertise that you’re the most popular, while I already know your competitor and I read your name for the first time in that advertisement of yours.

Bottomline is: do you think long and hard enough before framing and publishing your marketing communication? Does it make sense to you? Would it make sense to anyone who’s reading it? Don’t give me the faff about TG here – if your message is out there, it will be read, analyzed, criticized and ripped apart by anyone who sees it. Are you prepared for that?

I don’t say this blog is best…

There was a time when promoting your business meant saying out loud “We make the best stuff”. But who would trust you when your competitor also said the same thing?

Then there was “We are the best makers of stuff”. But who would trust you when your competitor also said the same thing? And isn’t vanity a sin?

Then you hired someone famous to say “These blokes make the best stuff”. But then people figured out that these famous chaps were paid to say this, and were lying.

Then you hired someone not so famous to say “These blokes make the best stuff”, so that they do not look like highly paid famous people, but genuine users of stuff. But then people figured out that no matter who is saying this, they are paid. And were lying.

Now you say “We don’t say we are the best makers of stuff. You (or ‘Our Users’) say.” Aaah the smugness! The subdued, almost veiled, confidence! The assumption that the receiver of the message is such an ass that he would not get that the message is just twisted around – and the money that would have been spent on getting someone to say it is also saved. And I see it everywhere… not the big makers of stuff, just the small shops who sell stuff.

How long do you think it will last?