Working in marketing, you might think that one becomes numb to the obvious attempts by corporations to sway personal opinions.
I believe the opposite is true- I love my work specifically because I enjoy getting swept away by a campaign whose creativity, pragmatic smarts or campy appeal overwhelms my skepticism and earns my respect.
Last week I hit the coffee aisle at my local Giant. I generally spend as little restocking the Keurig as I can- ordering in bulk, applying a 20% off coupon at the Bed Bath & Beyond, etc. However, desperate times call for desperate measures, and I was ready to pay full price for some caffeinated refreshment. Then I saw this.
Perfect. Deep down inside I had no delusions that this coffee would actually lift the fog, per se, but the name so accurately described what I wanted from my roasted beans that I made the purchase feeling hopeful and guilt free.
The same mentality applies when I walk into work and brew one of these puppies.
Oh yeah- that's some Jet Fuel in our office machine, ready to launch my day!
Now, the case may be that "a rose by any other name" would smell pretty sweet, or, in this scenario, coffee-licious. But sometimes telling people straight out that you know what they want and that you can deliver what it is, might be just enough to garner an initial buy in.
Your product or service still has to prove itself, and the burden-of-proof bar is definitely higher when the claim is super blatant. But, if the consumer (or client) finds that your word is good, then the next time they see an over-the-top claim from you (offering a new product, proposing a unique solution, or exploring a different direction), they will be open to the idea that engagement with you begins with an assumption of trust and credibility.