Now, Rogers is certainly being held up as an example, and it's easier to pick on the big boys, but it does bring to light some important lessons that small businesses and marketers should remember as you advertise:
- Don't make a claim you can't support. Simply saying that your product is "the best" without backing it up is lazy and, it would seem, potentially costly for you!
- If your competition is making claims that you know they can't support, you have an avenue for challenging their claims.
- If you do have data to support your claim, make sure it's good data. Rogers is fighting this ruling, but I wonder how valid their data is. Don't just go ask 3 of your friends if your pizza is the best pizza they've ever tasted then call it the "Best tasting pizza in _____" (makes you wonder how many dentists were actually surveyed to support the claim "4 out of 5 dentists recommend ____" - perhaps 5?).
- Be specific with claims. Don't say you have the best pizza, say you have the best Hawaiian pizza East of Hawaii. Helps your product stick out in the consumers' minds.
- If I read/see/hear one more company claim to have "the best quality, price and service", I'm going to... You can't be all 3!