January 21, 2019 9:00:00 AM EST

How to Promote Your Product without Sounding Arrogant

Why are you getting beat out by competitors? You know that your company is the best in the business, so, how do you tell your customers that? And how do you tell them without just telling them? In the world of marketing, it’s always best to show, not tell. While confidence in your company is appealing to potential customers, arrogance can quickly turn people away.

So how do you market your product or service without sounding pompous?

DON’T SAY: “I/we are the best in the business!!”

DO: Let other customers speak for you.

Instead of telling or posting on social media that you’re the best, share an article or poll where customers say it for you. Which is more appealing?

1. Company: We are the BEST hospital in Pennsylvania for cardiac care!

2. Company: Thank you for voting us “Best Hospital in PA for cardiac care!”

DON’T: Just talk about everything you do or the products you have.

DO: Talk about how your products and services will benefit potential customers.

Talk to your customers; understand their needs before you try to sell them your brand. If you sell vacuums, and spend 10 minutes describing how good they are at cleaning up pet hair to a customer that doesn’t have any pets, you’ve wasted valuable time to sell your product. Instead, ask them what they are looking for in a vacuum, find out what kind of obstacles they encounter while vacuuming now.

DON’T: Put down competitors.

DO: Have confidence in your brand.

Talk about what you do well; give customer testimonials and real world examples whenever possible. Talk about how you as a consumer prefer your product or service. Explain how you’ve helped other customers. Do not talk about how your competitor’s product or service is inferior. List awards, reviews, and whatever possible to showcase satisfaction of your customers and let that speak for itself.

DON’T: Try to market something you don’t understand.

DO: Study your industry and market.

Great marketing content and sales people can do wonders, but if you’re trying to sell something you don’t understand, it shows. Make sure you do your market research to know what customers are looking for. Make sure to seek advice from employees on the front lines, the ones who make your product or perform your services. Make sure you understand what you are promoting.

DON’T: Over saturate your social media with marketing and promotional posts.

DO: Share relevant industry news, interesting local stories and other things your customers may be interested in.

Don’t get carried away talking about you. Yes, it’s your social media and you are using it to promote your business. However, one of the most valuable points of social media is that you can connect with customers and potential customers. Make sure to share interesting and fun things to engage your audience as well as promotional posts.

DON’T: Just sell a product or service.

DO: Tell a brand story and create an image.

Showing customers who you are can be just as important as showing them what you do. What was the motivation for creating your company? What was the problem you set out to solve? Are there causes or issues you’re passionate it about? What are you doing to help your community? People gain loyalty to a brand, not a product. Tell them what’s important to your company besides making money.

All of these suggestions have a core of show, not tell. That’s one of the most important aspects of marketing. To learn more, connect with us at Aspirant.

Judy Johnson
Judy Johnson

Judy partners with executives and leadership teams to engage and inspire employees in a way that delivers sustainable strategic results. She brings deep expertise and creative ideas to solve organizational effectiveness issues and closely collaborates in a way that builds internal capabilities. Judy has spent over 25 years consulting in a variety of industries, bringing her expertise in behavior to a wide range of organizational issues including organizational behavior change, leadership, change management, culture and engagement.