Now This Is Marketing
How to Get Your Message Across
When we were in Arizona driving from Phoenix to Lake Havasu, we rolled through the scenic town of Parker and this roadside sign caught my eye.
I don’t know about you, but to me this is really good marketing.
It’s noticeable. If you miss this sign, you really shouldn’t be driving. Subtlety just doesn’t get the job done anymore – there’s too much noise, whether it be competitive websites, billboards, or print ads. If people can’t figure out what you’re offering in a few seconds … they’ve already moved on.
It’s memorable. We were in a hurry to get to the Lake and see the London Bridge, so I made a mental note to stop on the way back and do some shopping. Now my memory may not be what it used to be, but there was no way I was forgetting this sign. (PS – The Original Flavor Jerky is better than than the Cowboy Jerky. Shop here.)
It’s simple. Perhaps simplicity is what makes the message noticeable and memorable. No information dumps here, no 20 bullet point lists of product attributes. Complexity and detail overload are the undoing of many a b2b website. The jerky people got it right.
No exaggerated claims. Had the sign said WORLD’S BEST JERKY, I would have been skeptical. But hey, all they’re saying is their product is really good, and fresh. That’s good enough for me. I think companies resort to superlatives in a desperate attempt to be noticeable and memorable. Maybe they should just use bigger fonts and smaller claims.
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Marketing and Really Good Jerky http://is.gd/590kR
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Short, sweet, and easy to remember.
Brad, great lesson here! It is memorable that they did not use the typical overhyped “world’s best,” or “Arizona’s best,” but simply stated “really good.” I agree that the simple message makes it easy to understand and believe. If cowboy jerky is like cowboy oysters, I can only imagine why it was not very good.
Karen, I don’t think cowboy jerky is like cowboy oysters, but nevertheless …
Deb, Knew you would like it. If you owned a jerky store, I’ll bet your sign would be much the same!
Great example, Brad. I’m a huge fan of simplicity. I also appreciate the simplicity with which this post is presented.
Quick question: what was the brand of jerky (i.e. assuming it is branded)? Or is ‘Really Good Fresh Jerky’ the brand?
I’m all for branded advertising over generic advertising. Perhaps the colours – white, blue & red – are brand colours? Branded font?
Best to you, Robin
Simple and effective. I see signs everyday when travelling to the office but to be honest, I can only remember a handful of them. The businesses take care with the font, the colour and the backing of the sign…we don’t want that as this example shows. Loud and bright is what catches the eye, whether consumers want it to or not.
Thanks for sharing Brad
Brad,
Sorry I haven’t commented here in awhile – I have not been particularly active in the blogosphere in recent times.
I, too, love this ad – straightforward and simple.
I don’t know how other consumers feel, but personally, I have enough complexity in my life without shoddy advertisement needing to add more.
Sell on simplicity – not complexity.
I like your point about superlatives. Personally, I become very sceptical of advertisements which use superlatives, especially when I am not in a position to verify whether or the claims used in these types of superlatives are true. This skeptisism, in turn, directs my focus and attention toward thinking about how skeptical I am about the claims in question and away from the original message that advertisement was trying bring across.
(I especially hate claims such as “The nation’s leading bank/brokerage firm/medical practice/pharmacy/diswashing detergent …”)
Robin, Yes, the name is the brand … check out the “Shop here” link in the post to see their website and consistent use of branding and color.
Jenny, I know what you’re talking about. Where we live, there’s a strip mall about every 50 yards, and they are virtually indistinguishable. Lately I’ve noticed a lot of totally generic signs over the storefronts: CHIROPRACTOR, DENTIST, etc. Gives me the chills.
Andrew, Always nice to hear from you – hope all is going well with your transition back home. Overstated claims is a dangerous business for reasons even above and beyond what you mention. Suppose you try the “world’s greatest chili” and find it mediocre. Not only will you not go back, you’ll actively discourage others from going to that restaurant. Without the exaggerated claim, you probably wouldn’t make a point of steering people away.
Brad,
Exactly right, if you make the big claims, you had better be able to deliver – something which would be particularly difficult in a case like that above where taste’s and preferences differ from individual to individual.
Exagerated claims + mediocre delivery = worthless reputation.
Hi Brad – That sign would definitely encourage me to stop. And as you say – the big fonts and colour stand out far more than any OTT claims like “World’s Best”.
I’m trying to come up with a new tagline, so I’ll remember this as I’m brainstorming.
I actually never thought the words ‘fresh’ and ‘jerky’ were meant to go together. Now I’m curious. I like the word fresh simply because it makes me feel like I may be close to the source and so it may present something special that is missed living in the big city.
Fred, the type we get around here is what sits on the rack at 7-Eleven for three years.
Smart, simple, catchy. It’s what cuts thru the clutter of every day blaring from other businesses.
Thanks for the find!
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
Robert, ROFL! That is the perfect example! I agree you’re a “pretty good guy.”
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
Brad, I think when it comes to taste driven descriptions, not exaggerating is a great idea. People are different and while the product in question might be good for all of them, some will say really good, some just good, others will say awesome. Not exaggerating, other than keeping the message simple and making it memorable as you pointed out, also prevents any negativity such as “Oh, give me a break, this is not the best tasting ever! I’ve had better in…”. If it’s a good product, no one will debate the moderately positive description
Alina, You expressed that very well. Better for people to be pleasantly surprised by the quality of a meal than vaguely disappointed. Also, the food industry suffers from too many exaggerated claims. We hear “the best” this and “the best” that so often it goes in one ear and out the other.
Social comments and analytics for this post…
This post was mentioned on Twitter by bradshorr: Why Pretty Good May Be Really Good for Your Business – solid marketing tip, ?s from @karenswim http://ow.ly/JtJp…;
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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!
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
Robert, ROFL! That is the perfect example! I agree you’re a “pretty good guy.”
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
Social comments and analytics for this post…
This post was mentioned on Twitter by bradshorr: Why Pretty Good May Be Really Good for Your Business – solid marketing tip, ?s from @karenswim http://ow.ly/JtJp…;
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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!
This comment was originally posted on Words For Hire
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.
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire
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
This comment was originally posted on Words For Hire