I was strolling down the Reno strip this week when I noticed an interesting pattern.
Lots of buffets.
Every hotel had one.
Every street corner had one.
AND HERE’S WHAT STRUCK ME: they were all voted #1.
Seriously. It seemed like every restaurant I passed had a sign that read, “Voted Best Buffet!”
And it made me wonder:
1. Voted Best Buffet … BY WHOM?
A sample of 1000 customers? Zagat? CitySearch.com? The guy who owns the place?
ASK YOURSELF: How do you measure “best”?
2. Voted Best Buffet … WHERE?
In the world? In Reno? On Main Street where there’s only two other competing buffets?
ASK YOURSELF: What’s your territory?
3. Voted Best Buffet … FOR WHAT?
“Best” could mean a lot of things: Best Buffet for the money? Best Buffet for Kids? Best Buffet for drunken college students at 3 AM?
ASK YOURSELF: Who’s your target customer?
4. Voted Best Buffet … WHEN?
This year? Last year? Back in 1987?
ASK YOURSELF: What have you done for me lately?
Think of it this way. Imagine two billboards:
1. “Come to Harrah’s! We’ve got the buffet around!”
2. “Come to Bally’s! Voted #1 Reno Buffet for Kids, Zagat 2006!”
Which one would YOU eat at?
Exactly. The second one.
And here’s why:
Specificity = Credibility
Specificity = Persuasion
Specificity = Approachability
LET ME ASK YA THIS…
How vague is YOUR marketing?
LET ME SUGGEST THIS…
Next time someone claims to be #1, ask them, “Says who?”
* * * *
That Guy with the Nametag
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