Tickets Are Going Fast
We have a local minor league baseball team in town and every one of their ads has the line: “Tickets Are Going Fast.” All it takes is one look at their parking lot and it’s obvious this is a lie. Let alone look at the box score the next day and see the attendance figure. This is shameless exaggeration at its worst, and reminds the consumer how crass marketers can be so they lose credibility and trust in the marketing process.
People know that if it looks too good to be true, it probably is. It’s our job as professionals to create content our customers and prospects believe in and relate to − content that makes them think “those guys get me.” There must be some horrible copywriting book for dummies I don’t know about, because the world is full of shameless exaggeration that we must eliminate: “Best-in-class” − “Gold Standard” − “One-of-a-Kind” and the list goes on. These, as well as many others, are cliché, braggy and simply foolish. Would you ever say in a conversation with someone that you think they’re the best-in-class person you have ever met? Doubtful. The point of this post is to show you why those who just sound like marketers don’t get anywhere.