BRIAN WEBB BLOG

David Ogilvy; who turned his genius for advertising into the famous Ogilvy and Mather Agency, once stated that marketers were wrong to emphasize superiority. Ogilvy argued that you could accomplish just as much by convincing a prospect that your service was… “positively good.”

I experienced this truth on a personal level. I was recently meeting with a LOUD! Creative prospect that owns a very successful engineering firm in Houston, Texas. He shared with me; in a relaxed and comfortable tone, that he really wasn’t launching an exhaustive search to find the “best” web marketing firm… he just wanted one that was compatible as his new marketing partner, and capable of sufficiently meeting his needs.

Think about it…

1. How often are you really looking the very best babysitter, or the best lawn care service, the best dry cleaning service, auto mechanic, seafood restaurant… or accounting service? Not often.

2. How often do you even know the best when you find it? Not often.

3. How long are you ready to look for the very best, when someone very good is readily available? Not long.

4. How much are you willing to pay for the very best, especially if very good is good enough? Not much.

5. How good does anything have to be to satisfy you? Only very good. Anything extra is a bonus.

Additionally, how do you respond when a service tells you that it’s the very best? Skeptically. It sounds like bragging and puffing.

Let your prospects know that you are simply… positively good.

Please feel free to share your comments. I’d be thrilled to hear from you.