No, no I’m really great, honestly

“I have graet attention to detail.”

OK I plucked that one from a CV I had been sent, but it goes to show a point. Two points really.

The first, and most obvious, is that they really haven’t.

The second and, perhaps, not so obvious one is that if you have great attention to detail it should be evident in the material you are presenting. If you have to tell people, well…

It’s a bit like telling people you’re funny or saying you have a lot of charisma (I was on the receiving end of this one once. I couldn’t think of anything to say other than “have you?”).

And it’s the same with marketing. Some things are taken as basic; they’re expected as a minimum.

If you have to underline them or point them out, you’re already starting to worry your prospective customers.

For example, if a car manufacturer boasted that their cars were reliable, you’d instantly ask: “Why wouldn’t they be? Have you had problems in the past?” Maybe they’re still having problems.

Now if they said, instead, that as well as getting your car serviced in line with their generous service schedule, they also recommended a thorough vehicle inspection after 250,000 miles, you’d likely be reassured that they’d built a robust vehicle that is expected to go the distance – even if it was unlikely to see that mileage under your ownership.

The manufacturer is still saying their products are reliable, in fact very, very reliable, but at the same time saying it in a way that it becomes a massive selling point, rather than threatening to trigger alarm bells in the minds of their prospective customers.

And it’s not just saying things that can create a negative perception.

A restaurant chef can explain that they only use the best ingredients in their recipes. It’s fine. It’s probably true. But it lacks feeling or emotion – both great instruments to win someone over.

If the chef says that he only buys his vegetables from suppliers who share his passion for creating great food, there’s already the implicit suggestion that you’re getting the best ingredients, that the chef has great passion (without making a point of it, because you’d expect them to have passion) and you also get the additional, human element of all of these people working to make your dining experience the best it can be, because they really care.

The other thing these two examples show is that by assuming competence and high quality in the way you present yourself or your business you create instant confidence amongst your audience that you can fulfil and exceed their expectations. No question.

Oh, just one more thing.

If you’re going to tell or intimate to people that you make reliable cars, make reliable cars.

If you’re going to tell people that you serve great meals, serve great meals.

And if you want people to know that you have great attention to detail…

Then don’t leave the reader to finish your sentences for you.

Categories: Opinion PR Marketing