FUNNY THINGS PEOPLE SAY IN MARKETING AND ADVERTISING
I always get a kick out of the funny things people say in advertising and marketing. Sometimes I find myself asking “Do they really think I’m supposed to believe that” or “How did they come up with that conclusion”? Here are some of the examples in my profession.
We have the strongest shelter on the planet!
#1 Storm Shelter Provider!
Leading Storm Shelters in the United States!
Better than any other shelter!
Steel is stronger than fiberglass!
Fiberglass is stronger than Steel!
Underground is the safest!
Above ground is the safest!
Best client satisfaction in the industry!
Most innovative on the market today!
How do they know these things? Is this false advertising? Actually, it’s got a name, it’s called Puffery. Puffery serves to puff up an exagerated image of whats being described. I call it confusing to the consumer.
When researching all you want is to find a quality product, from a reputable company. Something that meets your needs, not theirs and a company that’s not all show and no go. You shouldn’t have to drag yourself through the dense, swampy layers of sales puffery to get the answers you’re looking for. I find it insults my intelligence and wastes my time.
I make it a habit to read reviews. Once, I bought what was supposed to be a thick wool jacket with hand-sewn embroidery. The picture was beautiful (except they cut the girls head off in the advertisement because they stole it from someone else) and the price was right. After a month and a half the box finally arrived. I opened it only to find what looked like a cheap bed sheet with printed floral patterns. I went back and read the reviews and all of them screamed loud and clear “don’t buy from this company”!
Also, look for someone who’s been in the business for a long time. You won’t stay in business long if you’ve misrepresented your product or abilities.
Finally, If nothing else smile when you see puffery. It’s there for your entertainment.