The Pom Blog

This Week’s Insight: Take the Gloves Off

And Poke Some Fun at Your Competition

One of our clients started the year with a mission to “Take the Gloves Off” with their sales and marketing efforts. I’d heard this phrase before but needed to google the actual meaning of it to make sure I really understood what they were looking to do. According to usingenglish.com, when “the gloves are off, people start to argue or fight in a more serious way. ‘The gloves come off’ and ‘take the gloves off’ are also used. It comes from boxing, where fighters normally wear gloves so that they don’t do too much damage to each other.”

Sounds a little brutal, right? Well, it doesn’t have to be. There is a way to differentiate yourself from your competition using humor, sarcasm, parody and silliness and still be highly effective.

Take for example the Budweiser “Brewed the Hard Way” 2015 Super Bowl Commercial. This commercial makes fun of the whole industry and culture of craft beer “snobs.”

Or another good example is the Mac vs. PC campaign that ran from 2006-2009. With 66 total ads in this series, Apple’s competitors have spent several years punching back to little avail since Apple is now one of the largest companies in the world.

So what makes your company or offerings distinctly better and different than your competition? Please don’t say customer service. Marketing professionals cringe when we are told this because it’s so cliche. If you have a software product, what specifically does it do better than its competition? Is it more robust? Can it solve more complex problems? Is it easier to use? Is it built by people who really know what they’re doing as opposed to random developers that lack years of insight into your customers’ business problems? These are the type of nuances to bring to light in a creative, compelling and even humorous manner.

Your prospective customers need help understanding why they should buy from you versus your competition. Maybe it’s time for you to take your gloves off and show them in a creative, even entertaining way.

Love this idea but don’t know where to start ? Feel free to reach out to me at kathy@pomagency.com or 410.216.9447 x 106.

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