Advertising Archives - Do This Not That Marketing

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.

“I would die and go to hell before I would sell an annuity.” Ken Fisher

I just watched the most remarkable ad on TV. Honestly, after watching thousands of commercials for financial services for the past 20 years or so, this was by far the most memorable. It was memorable because someone actually took a stand.

After watching the commercial again on YouTube (to make sure I had heard him correctly), I have to admit that nothing sets a company apart like telling the world where you stand, what you will do and what you just won’t tolerate — especially when your stance is controversial. If you say, “I HATE world hunger” or “I HATE war,” that’s fine, but it’s not controversial or particularly meaningful because pretty much everybody is going to agree with you. Who doesn’t hate those things? On the other hand, Ken Fisher hates annuities and he’s not ashamed to tell the world.

I do not own an annuity, nor do I have strong feelings about them one way or the other, but I have to admit that if someone approached me about buying one now I think I would download Ken’s guide. He’s setting the buying criteria and creating an openness to alternatives by slamming annuities. Brilliant!

Take a Stand: My Turn

Here’s what I HATE: marketing and advertising companies that prey on small business owners, that take more than they give, who don’t care enough about their customers and community to do the right thing. I have seen amazing advertising companies that deliver on their promises time in and time out, providing tremendous value to their clients. Unfortunately, I have also seen too many marketing and advertising agencies that take advantage of small business owners who are desperate for more customers, aching to get out of the Barely-Surviving Trap. I’m a member of Rotary, and at Rotary we have what we call The Four Way Test. I think that is a good foundation for living, for relating to other people, to running a business. It’s not always easy or expedient, but I’ve never regretted a single decision based on The Four-Way Test.

Take a Stand: Your Turn

So here’s my question for you and your business: where do you take a stand? Are there things you HATE? Are you willing to make a few enemies? If you do, your potential customers will recognize where you’re coming from. Many in your audience will resonate with your brand and will be much more likely to do business with you.

True story: back when HMO’s were first coming to prominence, a friend of mine who graduated from Wharton told me, “You could start an organization called ‘I HATE HMO’s’ and people would pay $10 a year just to belong. No other benefits. They hate HMO’s that much.” I didn’t start that organization, but I believe he was on to something.

Comment below and tell me where you stand, what you’re not willing to stand for any longer, or what you hate. Don’t be shy.

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

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

World’s Classiest Truck Stop

Do This: Take a Stand Against an Enemy

“I would die and go to hell before I would sell an annuity.” Ken Fisher

Take a Stand: My Turn

Take a Stand: Your Turn