Everybody Blow Your Trumpet! 4

How Boring can the Music get.
Why do consumers disbelieve companies that come on air to say they are the best? Personally, I think it is because we have heard it one time too many.

Each telecoms service provider interrupts my favorite program to tell me they have a better deal and I wonder “what is new”? More than one television station is a ‘T.V station of the year’ courtesy of some merit award. Only problem is that some omit to state the year they worn for and I have to wonder who is lying and who is truthful. And even the banks have joined in. ‘Banker of the year, Best bank in the Africa, Most popular bank’ e.t.c. I am sure they have some other priorities now with ‘Sanusi’ in power. Really, ‘I am the best’ is so cliché! It is actually boring.

Now for somebody advocating that you blow your trumpet, you are probably wondering if I changed my mind. Not at all. I just think there are much better ways to go about it. Why be dogmatic. Marketing Experts in the western world have concluded that the ‘first’ and ‘best’ brackets have become overcrowded and advocate some more creative positioning or categories. Kodak is not the best, largest, or oldest camera film maker. It is simply helping to preserve memories. Disney land is not the best park in the world. They are just out to make people happy and the millions that visit each year find this believable. Nike says they empower you to – ‘Just do it’. Entrepreneurs should learn from this.

As an entrepreneur, you need to go back to the drawing board and find out what value you add to your customers life. Something they can really measure and agree with because it is what they get. Just like I have said earlier in this series - say something different in a nicer way. Detergent companies are fast ditching the ‘brighter and better’ campaigns. The 10 tough dirt spots or learning and playing without worries is much better.

And if you are the best, get others to say so; Staff, friends, customers and even the competition. You need a large orchestra playing that tune. There was a time almost all my friends actively marketed a certain bank. The delight of their customers did more for them than any advert. Before long I was an account holder.

To go far in business, put your message on the mouths of old and young, babes and suckling, friend and foes and you will see business boom. That is why the giant corporations hire celebrity spokes persons.

Your to do?
· Expand your band. Bring in drummers, flutist, guitarists and singers.
· If you must stick with just the trumpet, Sing a new tune. Forhget the competitive slogans. After all, why do you buy ‘Milo’ and not ‘Toya Choco’? It is not that its the sweetest, but I believe it has something to do with its being for future champions.