Maker 1:
Fact: Delivers pizza in 15 minutes.
Their claim: We are the fastest with our deliveries.
Maker 2:
Fact: Delivers pizza in 30 minutes.
Their claim: If we don’t deliver in 30 minutes, it’s free.
Question: Who will be the winner?
In the pizza-home-delivery segment, speed counts. So, logically, Maker 1 will win. And that exactly was the answer I got and get from majority of the participants in my workshops and management classrooms.
I don’t know about your answer.
My take is contrary to popular belief. I believe that Maker 2 will win. And win with big margin. Despite the fact that they are slower by 15 minutes, they will be perceived to be faster because they have quantified speed. And the assurance of a prize (free pizza), if they fail, further strengthens the claim.
Quantifying intangible virtues is a winning strategy. So next time think harder when you want to talk about your Good Service, Exclusive Quality, Best Price, Fantastic Range…
Takeaway: In marketing, the challenge is to present the facts creatively. Make the offer tangible.
More about that in my book. at https://www.prakashbang.com/the-entrepreneur/
The book offers 101 doable ideas to make your business successful. The cost of the eBook is Rs 95. To quantify further, it’s precisely 94 paise per idea.