Discover an advertising and marketing idea that is rarely used, but incredibly powerful. It will boost the credibility of your business and help it stand out.
Recently, while watching a TV program with my family, I was shocked… and pleased by a new Dominos Pizza commercial advertising their new cheesy bread.
A Powerful Way To Present Your Idea
Were my ears deceiving me? Did I really hear what I thought I heard?
The commercial offered a great advertising tip or lesson for all businesses.
Watch for yourself… and see if you notice a powerful marketing device that will undoubtedly increase sales.
Did You Catch It?
Yes, they did visually demonstrate the mouth watering image of hot, delicious cheese stretching out of each bite. Who can resist that? This visual approach was one of the keys to the advertising success of Billy Mays and his Oxyclean commercials.
No, the main thing that caught me by surprise was how they presented the problem. It was (unfortunately) highly unusual.
- The problem stated: Cheesy bread offered by pizza places were pretty lame, with very little cheese.Comment: This is pretty standard advertising. Identify a problem in the marketplace, get people to identify with it and then they unconsciously seek resolution of this problem (which pulls them into the commercial to see how it turns out).
- The solution: Dominos has the best cheesy bread on the market.
Comment: Actually, they didn’t say that… at least straight out.
- The twist: Here’s the twist they added in presenting the problem: “… and we were one of the worst offenders…”
What? Admit they too were part of the problem? Yes!
This is a brilliant move. Let’s face it… everyone knows it, so why not be honest about it?
Boys and Girls, Our Lesson For Today Is…
Here is the marketing and advertising lesson for every business: Be honest. Be transparent.
You know you should, but it is harder to do than you think. I confess that I instinctively want to tout “the sunny side” of a solution that makes me look best and ignore or gloss over my warts.
Most of us consciously and intentionally need to build this into our marketing. I personally made a note to be more aware of this in the marketing of my business.
In an age of over the top hype, a message that will stand out and be heard in the marketplace is one that not only presents a particular business (or product, or service) as the solution to a problem, but also as part of the problem in the first place (if in fact you are or have been).
That simple admission by Dominos made me willing to listen to them and try their new cheesy bread. It told me they were working to fix the problem.
It may not be a perfect solution but I am willing to give them a shot because they are trying to honestly fix a problem I have experienced.
The next time you are thinking about how to stand out in the marketplace, remember that admitting you have not been perfect, or that you have been part of the problem, will give you instant credibility. People won’t instantly dismiss you, or lump you in with your competitors.
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