I walk down Piedmont Ave in North Oakland at least three or four times a week. It’s my hood, and I love it.
The other day I spotted this sign for Love Nails Spa (I think that’s what it’s called?) which gets pretty good reviews on Yelp.
I think 3 1/2 stars is a pretty good score for a nail place, though it seems the high marks might be due in part to their low prices.
I would think that a place that has the foresight to name their business “Love Nails” or “Love Nails Spa” would continue along the line of good marketing instincts, and forgo any major marketing mistakes.
But oh no, there in bold letters on their sandwich board:
Oh will I?? That’s just what I want in a manicure/pedicure. I want to be satisfied. I don’t want to relax or unwind or love it. No, I want to be satisfied. And this promise of satisfaction is enough to get me in your door instead of one ten other nail salons within five blocks.
An improvement would be as simple as:
What would you suggest?
My friend Kenny left this comment on Facebook, which gives a great differing view point on their marketing tactics. Thanks Kenny for the food for thought!
“I don’t know, there’s something about “You will be satisfied with our services” that is so hopelessly lame that it feels earnest and charming. Especially for a small local business. It seems like they are way underpromising, yet the fact th…at they are setting the bar weirdly low (promising mere satisfaction rather than delight and beyond) make me feel like they are more likely to deliver. We’re so used to being promised the moon and receiving less than satisfaction, that when someone says I’ll be satisfied and that’s it, I believe them. Surely if someone is that unsavvy about marketing, they must at least be honest, because if they were prone to boastful lies they’d go bigger.”
I disagree with Kenny. Being satisfied is a huge promise. It sounds like not a lot but in fact, people are often not satisfied. Moreover, being told one will be satisfied is a challenge for people who spend their lives griping about the incompetence of others.
When one is promised the moon, they don’t really think they’ll get it but if the song and dance are good, it satisfies. Also, people who fall for being promised the moon aren’t bright enough or bold enough to hold the other person accountable. But satisfaction? I know too many people who are dissatisfied with life to believe that to be a small promise.