The First, The Best, The Only…
There is a certain mindset that a number of businesses still have and marketing people seem to continue to base their efforts on, even though I think it’s quite a wrong and misleading approach; it’s the idea of claiming that they are the first, the best, the only or whatever other superlative they can come up with.
If you think of it, do these words really mean anything at all?
What does it mean if a company is the first to offer a certain product or service, if the second or third are doing it much better? It’s clear being first doesn’t necessarily mean having the best solution; It does show experience in some cases, but having experience without using it to roll out a quality product adds up to nothing really.
The best? Who said so? It’s definitely not for businesses to claim anyway. Being the best is really relative, and it’s up to the client to decide which solution fits their specific personal needs the best.
Many varying factors come into play that define what any given client views as the perfect solution for their needs, and obviously there isn’t one answer to everyone’s requirements.
And finally is there really anyone doing anything online that they’re the only ones doing? Unless it’s a totally useless or crazy idea, chances are a number of other people have already thought about it too, and have either launched a similar project or will be launching it soon enough. And even if the business does manage to be the first at something, it’s basically only a matter of time before someone rolls out something similar, if not better.
So obviously these superlatives mean nothing at all, and all they do is take the focus off what really matters: building a great product.
What I’d love to hear more businesses honestly saying is: “We’ve listened to your needs, we’ve done our very best to meet them, and here’s how…”