Wednesday, October 17, 2007

Voted Best Buffet!

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? 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

How vague is YOUR marketing?

Next time someone claims to be #1, ask them, "Says who?"

* * * *
Scott Ginsberg
That Guy with the Nametag

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