Car Alarms & Marketing Cliches

When you hear a car alarm, what do you do? If you’re like me, or most humans, your ears hear it but your heart’s just not into it. Heck, I don’t even turn around anymore. In 1984, when I heard my first car alarm, my head jerked around expecting four of five big, burly guys with ski masks, breaking into a Mustang with baseball bats. But after months of crying wolf, the car alarm lost my interest.

It’s become white noise, like oh-so-much marketing. Phrases like “game changer” and “industry-leader” have gone the way of the car alarm. People may see it for a second, but it’s just white noise.

If your product or service is indeed a “game changer,” prove it. What makes it so special? What makes it unique? What can one no other competitor tout?

When you find that nugget, when you say something that actually matters to your prospects, that’s when your marketing becomes Big Foot and you can get behind the wheel and start crushing your car alarm competitors. Crunch crunch.