We consumers are attracted to brands that are not without flaws, or skeletons in the closet, and are willing to admit it. We are starting to run from those with claims of “perfect customer service” or “best-in-class” ratings, as we don’t believe those any more. And we’d rather surround ourselves with flawed brands vs. perfect ones, as we admit we are not perfect, either. Perhaps psychologists are right: We want to associate with products, people and brands that have like values, social class, and perfectionism standards or ideals. We are not perfect and thus are not comfortable around those who seem to be. And perhaps yet again, we like to associate with those who we believe, and whose claims are not “too good to be true.”
Another lesson here is that consumers don’t trust brands. Period. Especially if you are in financial services of any kind. So if you tell them you’re No. 1 and even if you have more than one small study to prove it, its not likely believable, as past decades of hyped-up claims have left consumers skeptical for likely many decades to come.
So what’s the actionable point in all of this? Before releasing your brand content across all of your channels, and using those overused adjectives with just a slight hint of hyperbole to try to set you apart, check your copy and messaging against the following checklist.
- Could this Pass the ‘A’ Test, if it had to be proven in court? The “A” test is not A for above average in creativity and clever language, but A for adjective. Can you prove that you are “leading” in a significant way that benefits consumers? Can you prove “outstanding” or “improved” results against others’ products or your past versions?
- Stats vs. Facts: A fact is something that can be proven to be true with valid data or information. A statistic is not always as “factual” as we are led to believe. Stats can be manipulated and reported out of context, or reported from sample sizes too small or too remote to represent larger populations. Be sure you can back up the “stats” and the “facts” you use.
- Creative Backlash: While the lawsuit over the claim that “Red Bull gives you wings,” seems ludicrous to most adults, marketers or not, the consumer won. Don’t forget that. If you want to create those aspirational images and messages, make sure you do with language that makes it real and arguable in your favor if you go to court. And don’t forget to rely on that fine print disclaimer if you need to.
In the end, remember, words, promises, claims, statements, even implications, reflect your brand character, and character is the most valuable asset for sustainable growth. Jon Huntsman, a multibillionaire respected for integrity in business, wrote in his book, “There are no moral shortcuts in the game of business or life. There are, basically, three kinds of people, the unsuccessful, the temporarily successful, and those who become and remain successful. The difference is character.”