Why Being the Best is Really Bad for Your Business

How to Avoid this Horror Marketing Mistake

throw up girl
 
Is your marketing making your customers throw-up?.

One of the quickest ways to make your prospective customers throw up and leave you is to say you are: “Australia’s leading expert in...”

Whether you’re in real estate, marketing, training, social media or whatever it doesn’t matter:

Make the above statement and you instantly lose all credibility with your potential buyer.

As any good salesperson or marketer will tell you, establishing credibility is the key to making a deal. Lose it and you have to work incredibly hard to get it back.

The trouble with saying you’re the country’s leading whatever in your marketing material is that when a potential customer reads it they go: ‘Yeah, you and every other a...hole.”

That’s because almost everybody else is telling them the same thing a thousand times a day.

“If two men think they are Jesus, one of them must be wrong.” - Dire Straits

In other words there’s nothing to distinguish you from anybody else, and when that happens the prospect dismisses you as just another desperate hustler.

You’ve lost any credibility and so your marketing has failed before it even began.

There are a number of reasons why this approach fails so dismally.

 

It’s Not for You to Say

Firstly, it’s not your call to make, and nobody likes people who big note themselves. Even if you are the best or an expert in your field, it is for other people to make that call.

This is where the use of testimonials and authoritative third party accreditations and awards come in. If somebody else says it, it has credibility.  If a recognised organisation says it, it has more credibility.

 

You Look Desperate and Dateless

Related to the above, when you say it, it makes you look needy. Are you trying to convince the prospect or bolster your own self esteem? It’s just a bad look.

 

You Ignored the Most Important Person

Marketing 101 tells us to always focus on the customer. Put ourselves in their shoes and address their needs. Talking about how great you are obviously trashes this idea. It’s like when you meet someone new at a party or an event and all they ever talk about is how great they are. BORING!

It’s much more exciting when they take an interest in you.

 

You’re Not Memorable or Unique

As mentioned in the intro, if you’re saying the same thing as everybody else, there’s nothing for the customer to remember you by. There’s nothing to set you apart from your competition. Again, addressing this is basic marketing.

 

You Have No Value

Following on from points 3 and 4, your marketing must create value for the customer. Saying you’re the best has no value to them. You have to say something that is of interest to them, something that they would want and value.

The more desire and value you can create in your marketing copywriting, the more successful it will be.

 

Basically You’ve Peed all Over Your Pants

If the golden rule is to always focus on the customer, then talking about yourself and using phrases such as ‘We’re great at this...” and “We’ve done that...” and We’ve won this award...”( We, we, we ) is known as the client we-weeing all over themselves.

Other words that are suspect are “I”, ‘"Me", My”, “Our”, as in: “My government...” “Our commitment...”

 

No More Piddling Platitudes Puhleeeze

No PeeMetaphorically peeing your marketing pants may make you feel warm and cosy and give you short term relief, but your customers will avoid you.

Rather alarmingly some marketers, advertisers and even some copywriters are the worst at making the above mistakes.

They should know better, but just go to a few of their websites and you will see the ‘We” word everywhere.

It’s even more noticeable with many online marketers.

It’s a bit of a worry, especially if you are the one hiring them.

So look out for any words or copy that are egotistical and puts the focus on them or their company.

It’s not that you can’t ever use these types of words, but use them sparingly. The majority of your copywriting should use words that focus on the customer.

Your marketing words should be about what’s important to your customers and helping them solve their problems.

Gary Vaynerchuk, a social media mastermind, puts it this way: “One of the absolute worst things a human being can do is brag about himself all the time.” http://lnkd.in/ba4RhVi

Over to You...

Need Content marketing and copywriting that gets results.

We've helped people sell everything from gold to live fish – fluffy slippers to booty boosting underwear.

If you want tangible, bankable results from your copy or content, give us a call - 0411 353 693.

thumb

How to Write Effective About Pages

Almost everybody makes the same basic mistake when writing About pages, bios or social media profiles - It’s Not About You. Learn how to create an About page that gets leads and sales.

thumb

How To Talk About Yourself Successfully

Tips to Successfully Promote Yourself Some practical tips on how to write about yourself without spoiling your pants. This post will show how to avoid “We we” and its confederates Aye aye, Mimi, Hehe and Chi chi as well as the dreaded third person affectation.

thumb

Why Being the Best is Really Bad for Your Business

One of the quickest ways to make your prospective customers throw up and leave is to say you are: “Australia’s leading expert in...” Whether you’re in real estate, marketing, training, or social media: Make the above statement and you lose all credibility with customers.

thumb

Profile Building

We all have an online profile, but are you really in control of yours? Digital media is now the dominant form of media in Australia. It is crucial for you to take responsibility for your online profile

thumb

US Mail Dies, Australia Post Thrives

The internet is being both blamed for the failure of the postal service in the US and credited for its booming success in Australia. How can the web be the reason for both failure and success in almost identical institutions?

thumb

How Much Does Blogging Cost?

Neil Patel who writes a great blog at QuickSprout listed how much it costs him to blog every month and be successful. Over $20,000 a month might cause most of us to gulp but it begs the question: How much is your business, prepared to spend on its blogging strategy to make it actually work?

Results

"Added value beyond my expectations," George McCullough, Snowden Mining, Perth, Western Australia.
"One of the pioneers of e-commerce and internet marketing in Western Australia," Jim Poignand, Vista Energy, Perth, Western Australia.
"I speak to them, I get a result," Wayne MacKenzie Brown, Australian Coral Farms, Karratha and Perth, Western Australia.

Contact us

  • Perth 6000
  • Western Australia
  • 0411 353 693
  • contact@hotly.com.au