We see the commercials where the individuals on screen are reported to be "real people," and surprisingly enough all real people in commercials are very complimentary of the product that they are really learning about and all of their responses are totally real? Take a peek at this commercial from Zebra Corner that is embedded in our article.
"What is initial quality? Initially it's ok and then it's a piece of crap? Is that what you're saying here?" The commercial spoof both puts so many common practices on blast - the concept of ambiguous rewards that sound good, the sheep staring at a new gate positive responses to the message and method of revelation in commercials with real people and the lack of reality in the whole presentation. What is a reward for "initial quality"? As questioned by our protagonist, "Did you rent this whole building just to show off all the cars that you didn't sell?" There is so much that is funny about this commercial but much of the humor comes from someone simply asking the questions that we all are or should be asking. If your business is convincing people that you are the best, there may be an issue with your service or product. Billionaire owner of the Dallas Mavericks and gritty entrepreneur Mark Cuban writes in his e-book How To Win, "Rather than trying to convince people you are the best, let the quality of your work do the talking." Your messages should come from your vision and be an extension of your values, the most effective marketing or branding messages flow from who you are as an organization because they are authentic and will be supported throughout a client's interaction with your business. Too much time is spent on relevance that companies fail to just be relevant (read more about this HERE).
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Jon Isaacson has a monthly feature column with Restoration & Remediation (R&R) Magazine titled The Intentional Restorer