Comments on: Marketing and Really Good Jerky

By: Andrew

Andrew — Sat, 12 Dec 2009 00:33:33 +0000

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

By: Rebecca Smith

Rebecca Smith — Thu, 10 Dec 2009 15:29:10 +0000

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

By: Karen Swim

Karen Swim — Tue, 08 Dec 2009 16:59:03 +0000

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

By: Karen Swim

Karen Swim — Tue, 08 Dec 2009 16:56:58 +0000

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

By: Karen Swim

Karen Swim — Tue, 08 Dec 2009 16:53:57 +0000

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

By: Wendi Kelly

Wendi Kelly — Tue, 08 Dec 2009 16:31:56 +0000

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

By: uberVU - social comments

uberVU - social comments — Tue, 08 Dec 2009 14:00:53 +0000

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

By: Brad Shorr

Brad Shorr — Tue, 08 Dec 2009 12:00:03 +0000

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.

By: Alina Popescu

Alina Popescu — Tue, 08 Dec 2009 10:01:35 +0000

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

By: Alina Popescu

Alina Popescu — Tue, 08 Dec 2009 09:57:15 +0000

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