I used a deodorant today (no, that isn’t newsworthy) and noticed that it said that it is “Maximum Strength.” I am not sure, but I think this product has also been called “improved” previously. It made me wonder, if it was already maximum strength, how can it be improved? Do people really listen to these claims anymore, or has the Web started to make us more discriminating consumers of all products?
It’s not news that the Web has changed the way we make product claims and write copy. The breathless claims that punctuate TV and print advertising, or even direct marketing pieces, don’t resonate with Web audiences. Instead of hype, people want facts. One person I interviewed for my new book said the traditional advice of “sell the benefits, not the features” is exactly the opposite of what you need to do on the Web.
So what becomes of all the products that are already at “maximum strength”? What can you say about a product when you have already used all the superlatives that you can? How do you move from hype to facts without making it seem like your product suddenly got worse?
I think the answer lies in specifics. The problem is not really the superlatives, such as “maximum strength,” it’s in what they mean. After all, that deodorant manufacturer doesn’t have a “minimum strength” version. The problem is that these words are empty. Every manufacturer can say that their deodorant is “maximum strength” if it just means that it’s the strongest protection they know how to make.
On the other hand, what kinds of problems can you solve with your deodorant. Of course, everyone can claim they stop odor and wetness (that’s the way these folks seem to talk), but does anyone want a deodorant that doesn’t leave streaks on their clothes? Or one that doesn’t irritate tender skin? Or one that isn’t noticeable when you are wearing a bathing suit?
Maybe these benefits are obvious, but I rarely see them discussed. The advertising for most deodorants sounds the same—you could use the same ads for several of the products. Men’s deodorants are “tough” on perspiration (they never talk about sweat) and women’s offer protection but gently. Sheesh!
Is your advertising all “maximum strength” with no unique benefits? Is it all vague claims with no specifics? Is it all sizzle and no steak? Think about what your customers really want to know and tell them. Think about what problems you can solve and explain how. Maybe it won’t change your TV advertising, but the Web is the perfect place to have longer, more specific product claims. Are you taking advantage of this free way to differentiate your wares?
