Sunday, January 31, 2010

Power Marketing Tip 30: Beware of Barketing

Power Marketing Tip 30:

Beware of Barketing

Check your marketing for signs of barketing. Does your competition say "Buy from us. We have the best service, best price, best quality, blah, blah, blah..."

Now compare your marketing. Are you echoing the same message? If you are sending the same message as your competition, then what your prospects hear is, "Woof, woof, woof, yap, yap, yap, bark, bark bark.".

What is Barketing?
Barketing is any form of marketing that looks and sounds like "me too" to your prospects. It feels to your market like you are competing for attention by shouting louder.
The best you might do is to confuse your prospects. Duracell and Energizer batteries did this to each other with their too similar TV ads.

A barking dog is probably not your friend. Maybe your customers conclude the same thing when you bark at them. Whether you are a big dog or a small dog barking is just plain annoying. People will ignore or shut out the noise.

Often that's what prospects do when you annoy them with your barketing. It's not their job to educate you so they just shut you out.

If your marketing is only appearing to send the same message as your competition you are only annoying your prospects with your noise.

An Alternative
When all the other dogs in the pound are barking, trying to bark louder will only get you noticed for the wrong things. When everyone else is barking you need to do something other than bark. Perhaps you should "meow".

For a good example of how to say "meow" watch the recent TV ads for Mac computers. The one with the two guys, "Hello I'm a Mac, Hello I'm a PC". These ads focus on the differences between the competition. They are bold, direct, and memorable.


George Torok
Power Marketing

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