Recently a radio station copywriter expressed frustration in getting the owner a health club to limit his commercials to a single Core Message.
The advertiser insisted on comparing his facility to other health clubs and (without naming them) to those of the local YMCA.
I expressed doubt that the YMCA really is his biggest competitor. But I haven’t researched that local small market, so I can only guess.
So I devised a simple test that you can adapt for virtually any advertiser:
“Ask him: ‘If you could make one — and only one — of your competitors disappear, who would it be?’ “
The answer to that question should help you identify and stick to your campaign’s Core Message.
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Love it, Dan! A great, simple test indeed. Of course, after identifying that one competitor, a natural follow-up would be, “And why is this particular competitor such a thorn in your side?” Great way to get the advertiser talking – and really thinking – about what sets him apart (or what he needs to work on) and why his potential customers should give him their business.
For me, when a company uses any line that basically says “We are MUCH better than that other business in town *wink wink*” I immediately get turned off. It seems petty to me to attack another business. If you do a proper job of selling YOUR business to me AND deliver on those promises, you won’t need to belittle your competition.
Would Jordan be as revered as he is if his pregame interviews were “Yeah I am the best, WAY better than the Lakers, those guys suck, I can jump higher and run faster bla bla bla” Stay humble, stay honest and deliver!
But what do I know…?