Do This Not That Marketing

Marketing Advice, Grow Your Business

  • Home
  • About Me
  • Recommended Resources
  • Recommended Reading
  • Thank you for subscribing!

March 31, 2017 by RonTester Leave a Comment

What Does the World’s Classiest Truck Stop Have to Do with Your Marketing Message?

OregonDo 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.

 

Related posts:

  1. Do This: Take a Stand Against an Enemy
  2. How to Get Ahead in Business: Continual Learning Is Part of the Game
  3. How to Develop a Brand for Your Small Business
  4. How to Get Testimonials that Work

Filed Under: Small Business Marketing Tagged With: Advertising, Do This, Ron Tester

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

CommentLuv badgeShow more posts

Subscribe and Get Your
"42 Social Media Tips" Today!

Recent Posts

  • Learning Strategies to Get You Where You Want to Go
  • Why Your Local Business Needs a Blog
  • Storytelling for Business
  • The Best Marketing Plan Starts with You
  • What to Say When You’re Turning Your Hobby Into a Business

Categories

  • Consulting
  • Content Marketing
  • Podcast
  • Resources
  • Small Business Marketing
  • Social Media Marketing
  • Uncategorized

Archives

  • March 2019
  • January 2019
  • June 2018
  • April 2018
  • January 2018
  • August 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • November 2016
  • October 2016
  • September 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
Dedicated Servers from Liquid Web

Recent Comments

  • sales certification NYC on Creating a Sales Funnel for Your Small Business
  • Storytelling for Business - Do This Not That Marketing on The Best Marketing Plan Starts with You
  • Content Marketing for Small Business - Online Business Success | Connie Ragen Green on Make Your Visitors Happy by Providing High Value Content
  • Connie Ragen Green on Make Your Visitors Happy by Providing High Value Content
  • Kit on Make Your Visitors Happy by Providing High Value Content

Copyright © 2023 · Generate Pro Theme on Genesis Framework · WordPress · Log in