Do This: Create a marketing message that is quirky enough to create curiosity.

I drove up I-5 from Redding, CA to Portland, OR today. I saw lots of beautiful things—wide rivers, snow-capped mountains, and quite a few billboards that read:

World’s Classiest Truck Stop

I am not making that up. According to their website: “In its world-wide survey of truck stops, the FOX Travel Channel voted Jubitz Travel Center the ‘World’s Classiest Truck Stop’ for our high customer service standards.”

As marketers and business owners, we know that credibility is a big deal. Having a world-wide survey and a TV channel rate your business “classiest” is pretty great, but what struck me was how incongruent “classy” and “truck stop” seem. It’s jarring enough to make you think twice. And it made me think twice. And anytime your marketing message can create healthy curiosity, you win.

When I see “world’s largest” or “world’s best” copy in an advertisement, I’m tempted to dismiss it as marketing-speak. When Buddy the Elf sees the sign for “World’s Best Cup of Coffee,” he’s the only one gullible enough to believe it.

But what if there was something you could actually be the world’s best at? Something that others would say about you? You could instantly improve your credibility and give your audience something to remember you by, especially if it’s a little quirky or creates a little curiosity.

One word of caution, though. If you’re going to become the world’s best/prettiest/most dangerous, make sure that it’s believable, or your audience will dismiss your claim and lump you in with the rest of the liars.

If you’re the world’s best, world’s tallest, world’s fastest, or even world’s classiest, please comment and share your story. And if you’re not there yet but you’re committed to be, please comment and share what you will be world’s best at.