Hey everyone, welcome back! A new year, new possibilities – I’m excited!
I wanted to lead off this year with something I noticed while I was on break. It’s about the claims you make as a business about your product. More specifically, the ability to back them up.
My example comes from a drive I was on, where I passed through a small grove of shops. In the same town, there were two bakeries both with shingles out that proclaimed their pies “the best in the world”. What are the chances? The world is a big place, and here we have not one, but two stores virtually next to each other proclaiming their product to be the best.
Now, obviously this is hyperbole on the part of the bakery, but it illustrates an important point when making claims about your products – particulalry when your business exists online.
The web is undoubtedly the greatest research tool the world has ever, and will ever have. As a result, everything is qualifiable. If you claim your product is the cheapest, people can check that in a few clicks. If you claim there is no other on the market like it, it’s very easy to see if that’s true. If you claim you are “the best in the world”, which is a very subjective claim, there are thousands of places that people can review your product and influence the public perception of it.
Be careful with what you claim. Remember, numbers based or market position claims can be qualified easily, so make sure you have done your research on these before using it. If your claim is subjective, gauge market sentiment first and adjust as necessary. A claim with merit will increase the trust people have in your product or service.
For the record, both pie shops are pretty good…..
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