BloggernitySuperPages guarantee almost gets it right…
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SuperPages guarantee almost gets it right. They’re offering a very impressive and gutsy guarantee. Almost. And unfortunately, their TV commercial relies on that incomplete tagline to get the job done.
“Services done right or we’ll make it right!”
It’s potentially a great USP and tagline. The only problem I have with the TV commercial is that they rely on the incomplete tagline to explain the guarantee. It’s a typical Madison Avenue campaign that rely’s too much on fluff and pretty images and not enough on getting the point across.
This could be a fabulous guarantee. But the tagline alone doesn’t tell me what it means.
“…we’ll make it right.”
What does that mean? If you have to explain your tagline, you’re in trouble. Let’s look at a few other taglines and see if it holds up against the best.
“Fresh hot pizza in thirty minutes or it’s free.”
That was Dominos USP and tagline. Everyone knew exactly what it meant. Tom Monaghan built an empire on that tagline.
What if it had been: “Fresh, hot pizza in thirty minutes or we’ll make it right.”
Would you have been standing at the door with your watch in your hand to see if the pizza arrived in thirty minutes if all you knew was that if it arrived late, Dominos would “make it right”?
“When it absolutely, positively, has to be there overnight.”
That was the USP that FedEx conquered the express shipping world with. No questions there. They didn’t say anything about it being cheap or free. But there’s a definite, no questions asked, guarantee.
Let’s see what it might have been using the SuperPages approach.
“If we don’t get it there overnight, we’ll make it right.”
Hmmm. I think that would be a lame promise compared to the original. What do you think?
Originally posted 2009-07-24 09:18:17. Republished by Blog Post Promoter
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5 Comments
July 24th, 2009 at 3:24 pm
Wordsmith Bob -
My name is Andrew Shane. I work for Idearc Media, the folks behind the SuperGuarantee.
Thank you for taking the time to blog about our SuperGuarantee. We do feel we have differentiated ourselves from others companies who publish directories like the Verizon Yellow Pages and local search sites like http://www.superpages.com.
Only time will tell if we got the marketing of the SuperGuarantee right. I can tell you that our clients absolutely see the value in it as do consumers who have visited http://www.superpages.com to register for the free program.
For your readers who want to learn more about how we “Get the job done right or we’ll make it right” I encourage them to go to http://www.superpages.com/superguarantee/
I absolutely understand your point and – again – time will tell. Happy to say, early indications are good.
Thanks again for taking the time,
Andrew Shane
April 28th, 2010 at 3:21 pm
A tag line is just that… a tag line.
I must say that the tag line is a little strange… the “IF” statement in there suggests they may get it wrong and if they do they’ll fix it. lol I find that funny.
April 28th, 2010 at 5:03 pm
Yeah, Randy, that’s the sad part. Great ryhme but they are really selling themselves short and putting a question in people’s head. “We hope we’ll get it right but if we screw the pooch, by golly we’ll fix it.” WTF?
May 18th, 2010 at 8:15 am
“Get the job done right or we’ll make it right.” says to me that while they do guarantee the services found on their website, there’s always a chance of human error or laziness. What comes to my mind is an idea similar to Holmes on Homes. If there’s an unsolved or incorrectly solved issue, they’ll pay to fix it, which is more than can be said for a lot of independent contractors out there.
May 18th, 2010 at 9:22 am
If everyone ran their business and treated customers the way Mike Holmes does, there would be no need for the BBB, consumer reviews, or marketers or advertising. every business would be successful on word of mouth alone.