When we think of the most confident people we know, be it a politician, an entrepreneur, a mentor, thought leader, or a friend we admire, I'm willing to bet they never claim to be the best at what they do. If they did, it would be hard to respect them as much because it feels like they have to puff up their chest to make an impression. What's strange is that most business owners take this approach in branding their company. They plaster words like "best," "quality," "choice," "preferred," and a gaggle of other superlatives that hold no ground. Why?
I believe that asserting claims like this is done to veil the flaws of these organizations. They can claim to be the best all they want, but it doesn't take away from the fact that they cannot be everything to everyone. Or that new companies with new ideas come up everyday that can beat them in price, speed, and accuracy. Their claim of being the best loses its validity the minute they stop thinking of themselves. As for consumers, the claim loses its potency once they see 30 other competitors that claim the same thing on Google.
Claiming you are the best is a feeble means at persuading someone to do business with you. Is that really the extent of your personality? Do you lack so much confidence in your brand that you have to cover it in a lie? Nothing connotes a greater lack of maturity and competence than such action.
Confidence is not saying "we are the best." Confidence is saying "we know we can't do everything and we can't help everyone, but this is who we are. Whether you like it or not is cool with us."
So, are you going to be the best or be yourself?
It's hard to understand how some fads become established. Across all levels of business, I've seen a formulaic headline being used in ads, on websites, and anywhere else copy is used.
It goes something along the lines of this:
"Our (insert service/product here), your (insert benefit here)."
Most recently, I saw it in a Hootsuite ad that stated "Our social media tool, your success," to provide a concrete example.
There is something about this that feels off. Partly because it feels like I'm being lead by a carrot on a stick. Use our tool and all of your dreams will come true, they say. The thing is that no one actually believes these kind of statements because they know the real meaning behind them is sales. No one likes to be sold to, it seems needy.
What makes this distaste for a "salesy" ad even greater is when it's used over and over again in the form of a cliché. Think about it, how many times have you seen an ad that touted a similar phrase?
"Our team, your peace of mind."
"Our social media tool, your success."
"Our burgers, your satisfaction."
The list goes on and on and on, and for what? In the hopes that someone is going to feel something from a plug-and-play slogan, they've heard four times in the same day?
This phrase is for companies that don't have anything better to say or the courage to be authentic. Don't let that be you.
Though you may believe the world can be a better place, though you believe there is much that could be done differently, though you seek to be an advocate of change, never forget that there is plenty of good all around you.
Take today to reflect on what you have been given. A true rebel remembers their blessings.