There is a restaurant a few blocks from my house in south suburban Chicago (Calumet City, to be precise) that makes a pretty bold statement. Their sign claims that they are THE “Home of the Giant Pork Chop.”
Right up front, I’ll admit that I’ve never eaten in this establishment. I’ve never seen their pork chops. But my lack of formal knowledge won’t stop me from making a few observations.
1.) When I read the tagline about the gigantic slabs of pig flesh you can buy at Planet Porkchop, I laughed to myself. How can this little restaurant have bigger chops than anyone else? Have they been around long enough to be the home of anything as readily available as pieces of pork?
The point is this: the marketing/branding statements you make have to be believable. Remember Al Gore’s claim to have invented the internet? Didn’t turn out so well for him.
Even if you’re telling the truth, you may never get the opportunity to prove it .
2.) On the other hand, bold claims are great. If you can make big promises, do it. If there’s something truly special, truly outstanding about you, your product or service, don’t be shy about it.
In fact, make the biggest, boldest claim that you can honestly make.
So many people wonder about how they can differentiate themselves and stand out from their competition. Find something amazing about what who you are (individually or as a business) and what you have to offer, and shout it from the rooftops. Figuratively speaking.
3.) Question: If you drove by this sign, would it move you to stop and eat?
For some people, this advertisement would never work. Some people don’t eat pork for religious or health reasons.
Other people like pork chops, but they’re not hungry when they drive past. Maybe they’ll consider trying their food another time.
Still others like pork chops, and seeing the piggy sign puts them in the mood to eat.
The lesson, of course, is that advertising and marketing cannot work for every single person. And it will not work every time. To get the most bang for your marketing buck, you have to put the right message in front of the right audience at the right time. Even then, don’t count on getting 100% to buy.
4.) You instantly know exactly what this business is about. They take pride in their pork chops. That’s what they do best. They’re specialists in that area.
Do you know your area of unique expertise? How well are you sharing that message?