I Do Not Believe in the Theory of “The Most”

Marketers have realized that the positioning of the product containing the words “the most” can differentiate that product. All right, not necessary differentiate, but it might get inside the customers head the idea that “hey, if they’re saying it’s the cheapest one there is, it must be the cheapest, right? If it wouldn’t be true, they could get in a lot of trouble!” This way of thinking is surely coming from the mind of a gullible consumer.

And a gullible consumer can only attract a gullible marketer.

I do not believe in the theory of “the most”. I might be saying I am “the most” now, but things could change until proven otherwise and nowadays things are moving pretty fast. So the placing of the product using the words “the most” can be easily uncovered and put behind bars, or “drowned” in PR crisis.

You know what the deal is with this “the most”? It’s the same as with the way mothers see their children – “Oh, my child is the most beautiful. Oh, my child is the best. Oh, my child is the sweetest” and it goes on and on until another mom comes and dismantles all the praises of the previous mom.

And if the marketers truly see their product as the most then we have a problem. The positioning of a product comes from a sincere analysis/characterization – both with yourself and with your market.

Just study the auto and toothpaste markets and you will find bad positioning and good positioning.

Finally, let me ask you, whether you’re a consumer, a salesman, marketer or just a blog reader –when you see somewhere written “the most [you can insert any adjective here]” do you honestly believe it’s the truth? Does it really make you get your wallet out and buy “the most”?

Surely “the purple cow“ does not fall under the category of “the most” unless it’s “the most violent cow”. -hmm, I hope you got my idea.