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Arment Dietrich

Put "Best" to Rest

By: Arment Dietrich | August 17, 2007 | 
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Corporations sling around the words “biggest” and “best” so often, the words have lost what little meaning they once had.  The terms are vague at best (noticed that, did you?), and typically don’t help paint a picture for consumers anyway.  Why is the new phone the best?  Does it have super sexy technology or really freakin’ cool design?  That’s what consumers really want to know.

Rather than claim your company or product is best, why not define the particular stand-out aspect.  I did something unprecedented in a meeting the other day: I asked a client if their product was actually the best and why.  In doing so, I was able to delve into the details of the product and learn why it was special.  Lucky for me – and the client – there is substance to back up the superlatives.

I must be on the alert for this type of thing, because today’s coverage of Apple’s new products caught my eye. As a PC person, I usually roll my eyes and click past.  But I may have to change my tune, due to this headline. Can you imagine what would happen if Apple actually wrote a release with that headline? It would turn heads in newsrooms for sure.

I think I see the next big thing in PR…we’re pretty ordinary, but we look good doin’ it.  —  Brigitte Lyons

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