I get a real kick out of the BEST anything, but mostly I get a kick out of marketing claims that resound with duplication. Looking for the Best Fish Sandwich in the World? Well, I don’t actually have one here, but I know where you can find it.
The BEST Fish Sandwich in the World lives here…
My favorite coffee cups are the plain and simple china/bone china style that have curvy cups tapering to a smaller base, with curved handles that fit my rather large hands. My cup, the one I carry from place to place is a tall, 20 ounce cup that holds enough cream to make my coffee pale and perfect, and enough coffee to get cool before I finish drinking it.
I kind of like cold coffee.
Kind of nice after the heat wears off to have coffee left to enjoy. So to me, the BEST coffee cups are red china with BIG ounces, and a lovely well fitted shape. Simplicity counts along with reality.
But it’s all in personal choice.
How do you market your fish?
And this is where the Best Fish Sandwich comes into play…
You see, I’m a big fan of fish, but fried fish between layers of lettuce, tomato, flat cheese, and a bun… Not so much.
So, today, when I pulled into my favorite fast food hangout to order lunch, I was mildly surprised by the claim to have the Best Fish Sandwich in the World.
So, I ordered one.
Immediately, the guy on the speaker phone attempted to upgrade my sandwich with cheese, as if it could be made better with a slice of super processed yellow sludge, flattened to resemble cheese? Well, I had none of that.
If it’s the BEST Fish Sandwich in the World, it would have to succeed on its own merit, and not the melted cheese product that would cost me an additional thirty cents. I had my Fish Sandwich just like they make them every day, with lettuce falling out of it into the wrapper and too much tartar sauce.
I’ve had better fish sandwiches, but all in all, this one was pretty yummy, so I’ll give them an E for Effort and not slash away at his confidence.
As Fast Food places go Arby’s IS my favorite.
The fish sandwich experience sold me many things, but not on Arby’s. I actually prefer their beef and bacon combinations, in almost any variety. And chicken salad. I love Arby’s chicken salad.
But what does red cup marketing have to do with the BEST Fish Sandwich in the world? Simplicity in marketing, and even more so, truth in marketing. The BEST of anything had better be better than anything else you can find in that genre. I always hesitate to say I’m the BEST at “whatever” although, I really may BE the BEST WHATEVER.
The clincher always comes when you meet someone who is better.
It’s kind of a cup thing… Everyone has their favorite kind of cup. Pick one. Use it. Try it on for size and use it as long as you need to, then make a decision. Is this cup working for you? Or do you need a different kind of marketing tool to make your marketing efforts work?
I learned a mild lesson in the use of specific verbiage in an ad for product.
When you choose the words, your ad either sells well, or it sits there, spinning. When you came to see the Best Fish Sandwich in the World, you were looking for a fish sandwich. I’m sorry, I didn’t provide that. But what I did provide here, is the BEST sales lesson in the world. And it’s a good one!
If you’re in the mood to learn more about marketing… Let’s connect.
If you’re selling the BEST of anything, don’t upsell it, don’t under present, and don’t over represent what you’re providing the customer. Your product will either live up to its name, or it won’t. Don’t over do it!
But know that your representation of your product has to meet the expectations you set for your product. Make sure if you SAY it’s the BEST, it is.