“Few advertisements are written to persuade. Most advertisements are written to ‘not offend.’ -Roy H. Williams
It is a fatal mistake in business to try to be everything to everyone. Mission statements and smooth announcements are the result of companies describing only what they stand for. for.
“High quality. Fair prices. Honesty. Blah. Blah. Blah.”
If you really want to make a splash and explode your sales, you also need to clearly articulate what you are against, what you don’t do, what you exclude. Yes, a bold stance will offend people and create enemies. But it will also create a loyal tribe, from which more profits will flow. Not opposing anything is the surest guarantee that nobody will care what you offer. You may not have enemies, but you will not have customers either.
If you really have a remarkable product and articulate that product clearly, you will have detractors by default.
The recent Smart Cars manifesto and campaign “Smart is Against Dumb” is an excellent example of this principle. The manifesto begins by saying “Smart is against foolish and senseless consumption … right?”
Here are some excerpts of options:
“Why do so many smart people do dumb things? We buy things we don’t need left and right. That’s dumb. We buy things without the slightest concern for the planet. That’s even dumber … When it comes to consuming things, America has a fever of a hundred and fools … Let’s put an end to overconsumption. That’s the idea behind the smart thing. “
Yes, they will be vilified by their enemies. But his fans will come running.
Taking a bold stand against something forms a tribe. It makes your tribe members want to wear your product as a badge.
Most of our purchases are made to define ourselves to the world. Being extraordinary with an exclusive booth gives your fans something to talk about because by doing so they define themselves.
Plant your flag. Draw your line in the sand. Fly some feathers. Stand out in a crowd.
It is the best way to attract your own crowd.
