Writing Evaluation - Who Else Can Say That? (Part 2) - Adult B2B Marketing Tip

Who Else Can Say That - Part 2

Yesterday we discussed the writing evaluation "Who Else Can Say That".

Here are more examples of this:

Another example is a box company that could turn a custom box order in just four hours or less. They started using a slogan and a logo that read "Custom Boxes on Your Dock In Just Four Hours...Guaranteed." What about that? Do you think any of their competitors would even dare put that slogan on any of THEIR promotional materials? Not on your life. Why? Because there's no way any of them could perform at that level. Not even close. Their competitors Inside Reality could not support that kind of Outside Perception. Although the box company could turn four hour orders long before they started using the slogan, they weren't using that slant in their advertising which meant they weren't taking advantage of the opportunity, and that unique thing about their business. They used to just spew out the same junk as everyone else. "We have boxes, blah, blah, blah, blah, blah." Not anymore.

Here are a couple other examples: A big barbecue catering company stated in their advertising that: "The flavor and taste of our quality meats gives you the best BBQ you've ever eaten." Yeah, that's really believable...Who else could say that? Only every other barbecue company on the planet, and anyone who's ever fired up the backyard barbecue.

Guess what industry this is:

"Experienced staff; Company in business 35 years. Research &
Development of New Technology. Customer service always available."

Who else can say that? This could be any company...in any industry.

Here are a couple more "Who Else Can Say That?" examples: Here's a chiropractor with a headline that says, "Gentle Techniques To Relieve Your Back Pain." That's original. Who else can say that? What about this ad for computers: "We've got the lowest computer prices in town." Lazy communication at it's worst. Everyone else could certainly say that...and most of their competitors DO say that.

Are you seeing how this evaluation could potentially expose gaping holes in your current marketing efforts? Take a moment to review your marketing, if it fails the evaluation...change it.

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