Only one can be best

Only one can be best

One of my (many) pet peeves with software vendor marketing is when an AMS company claims "We're the number one AMS product in the market" or "We're the top provider of membership software!" Since only ONE company can be "number one," by definition, all but one of these companies are lying.

And besides, "number one" as measured by what? What makes you "number one" or "the top"? According to whom?

Don't the people writing this marketing drivel know that it doesn't just fall on deaf ears, it actually makes them look silly (for making a claim that simply cannot be substantiated)?

What would be really impressive marketing copy would be things like the following:

  • "98% of our customers are still using our software 10 years after first licensing it."
  • "On average, our software saves our customers 40 hours of staff time per month."
  • "Users of our software become better looking and more popular the longer they use it." (Just trying to see if you're paying attention.)

So if you're reading this marketing copy, ignore it. And if you're writing it, please stop!

Wes's Wednesday Wisdom Archives

Do you really need to approve them?

November 20, 2019

Do you really need to approve them? I often joke that the very best (because […]

Negativity bias is why we need database PR

November 13, 2019

Negativity bias is why we need database PR I’ve written before how cognitive biases can affect […]

A system change requires a culture change

November 6, 2019

A system change requires a culture change By its very nature, when you introduce a […]

Where is that data?

October 30, 2019

Where is that data? This is what data management nirvana looks like: When the question starts with […]

Be deliberate, but act quickly

October 23, 2019

Be deliberate, but act quickly Be deliberate, but act quickly. These are my words of […]

Why associations don’t like the “S” word

October 16, 2019

Why associations don’t like the “S” word A couple of weeks ago I asked my […]

The “S” stands for “Standard”

October 9, 2019

The “S” stands for “Standard” In a conversation with a past client, we were discussing […]

Is that meaningless data?

September 25, 2019

Is that meaningless data? I’m not a big quotes guy, but one of the few […]

Be aware of unintended consequences

September 18, 2019

Be aware of unintended consequences I’ve written before that every decision involves a trade-off. When […]

Positive change is harder to see

September 11, 2019

Positive change is harder to see Humans are wired to see negative change because we […]

Scroll to Top