Beware of the “duh” Factor
Posted November 10th, 2006Marketing 101 tells us that we need to differentiate our product or services from our competitors offerings. Many organizations create marketing materials that point out the features that they believe helps them stand out from the crowd. All well and good. Unless you get caught by the “Duh” Factor.
There is the obvious “duh”. This happens when a marketer is afraid to make a bold promise or statement. Or they really don’t know what differentiates their product. So they choose generic words that are so overused, they have been rendered meaningless. Examples? Committed to customer service. Great quality, great prices.
The consumer reaction to these promises? They barely register. Pure “duh”.
The more elusive “duh” factor is harder to spot. Sometimes, the element of our business that we’re most proud of is a “duh” to our consumers. Yes, it’s important. But they’ve already given us credit for it. We waste our opportunity to talk to a prospective customer by telling them something they’ve already assumed.
For example, if you’re marketing for a garden center, don’t tell me that you have plant experts on staff. Of course its important. But I’ve already assumed you have that. For your audience, that’s a duh. Instead tell me that your experts will come to my house for free, to assess exactly wht plants I need. That I didn’t know.
I can hear you arguing. But not everyone has it. There are garden centers where all the clerks are teenagers. You bet. But the consumer is willing to give each business a certain amount of assumed credibility, until they do something to lose it. Think of the duh factor as your freebie. Take full advantage of it. Use it as the springboard to talk to your consumers about something that really does set you apart.
