What if You’re the Greatest Small Business Owner of All Time!
So I’m strolling down the mouthwash aisle at my local drug store minding my own business when suddenly done. done. done…what did my eyes see…every toothpaste was the #1 Dentist Recommended Brand.
Every one of them!!! I am not going to get into the logistics of how (every tooth past in the world can be the #1 Dentist Recommended Brand…. but when “customer getting” there is a level of flexibility in how you can form your message to your market place…that you might as well take advantage of or it will take advantage of you.
Muhammad Ali and You
The greatest marketer of all time may have been Muhammad Ali. He traveled the world claiming to be the “Greatest of All Time” before he’d won enough to even remotely make such a claim. This was pure genius. After years of hearing Ali’s marketing line, even those that hated him started calling him the greatest.
If you want to be the best you have to tell everyone you are the best.
So here is the deal…go ahead and make a bold clam about your product or service.
Boldness forces others to at least take a closer look at you, your products and services.
Boldness can even cause those who don’t believe you to repeat your marketing lines in order to explain their unbelief. It’s guerilla marketing at its finest.
Toothpaste
Back to the mouthwash aisle, by definition there can only be one #1 Dentist Recommended Brand, yet every company uses the line. This is classical fact creation. These tactics are not called lying because it it’s to general of a statement prove.
As I continued down other aisles I noticed how this theory of #1 is everywhere. Frozen pizza, coffee makers, televisions and even underwear companies all claim to be the best.
What is your big bold clam that will get attention?
When you use this in your customer getting strategy make sure you follow the WARNING:
When you find your bold claim you better give everything you have to backing it up. When done correctly this forces the evolution of your business.
Imagine how history would view the words of Ali if he’d never won a title. You gotta deliver!
Bold Claims in your Marketing
In essence, making wild claims gives you chances you otherwise may not get. For example, let’s say your business is making security door locks. Let’s now imagine your website tag line reads, “Our locks are sturdy and dependable”…as a consumer that just doesn’t make me pull out my credit card and order. If we change that line to, “Thieves Rate Our Locks #1 Most Difficulty to Crack”…now you got me thinking.
When you create quotes from the most relevant, respected party your reader immediately attaches credibility. Ironically, in the case of security locks, thieves have more credibility than police.
So what generic group is most credible in your industry? Use them to market your product. You may be surprised at how well it works.
If you don’t believe you’re the greatest, who will?
