Tall Claims

Once in a while I get an email that starts out with:

We are a world leading….

When I read that, I cringe a bit and promptly delete the email. I don’t understand why there is a compulsion to claim to be “world leading” .

What is wrong with:

  • We are a product company growing fast (if that is really true)
  • Our products are liked by our customers (can be proven)
  • We provide good service (can be proven)
  • We are always trying to please our customers
  • We try hard to keep improving ( a modest claim but can be believed)

I am still trying to understand some of these marketing communications. I think more than anything else, what you say must be believable. Trust me. If you are world leading in anything, people are likely to know you without your saying so.

Meta

I am guilty of this tendency too, to some extent. We claim that “x is the coolest way to…”. That was my immaturity in clear evidence.

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