When to Repeat a Competitor’s Lies
We all have competitors dishing the dirt on us. One way to fight back: Boldly repeat their lies, only to demolish them point by point.
Maybe they’re saying your growth is unsustainable because you’re giving away product to score reference customers. Maybe they’re claiming customers are ripping out your software a year after installation because it doesn’t scale. Or that you’re in the process of ruining that great technology you acquired from a start-up last year.
Many of my clients tip-toe around the accusations, carefully crafting white papers or mission statements aimed at disproving these claims without ever describing them. By hinting that something might be, or could be wrong, and that you’re fixing it (without saying what it is and what you’re doing) you only make customers more confused and skeptical.
A bolder, clearer and more effective approach is to repeat and even amplify what you consider to be underhanded claptrap, loudly and clearly, and then refute it point by point. It’s a technique you’ve probably heard radio talk shows hosts use. I ran across it while browsing aviation Web sites (yeah, I’m an airplane nut) and seeing a promo for Emirates airlines rebutting charges it gets unfair government subsidies.
Note how Emirates, rather than tiptoeing around the subject with euphemisms like “the proper role of government in supporting the aviation industry” headlined the charges against them, repeating them (and naming those making them) in case the reader hadn’t heard them before.
Then they refuted them, point by point and with pages and pages of statistics and even quotes from oil companies assuring they charge Emirates fair market rates for jet fuel even though the airline is in the middle of the world center of oil production.
They even defend their record on touchy subjects like the conditions of the many immigrant workers in the Gulf. Taking on risky issues like this that aren’t even central to their business fairly screams that they have nothing to hide. Its part of the sheer mass of facts, figures, numbers and angles they throw at the reader – everything from airport landing fees to whether Chapter 11 bankruptcy laws in the U.S. are, in effect, a form of government subsidy. I’m not sure I buy that argument, but it sure changes the terms of the argument.
And isn’t that what you want to fight unfounded rumors?
This in-your-face approach helps cut though today’s Web-based information overload, telling the audience “We’re so sure these claims are bogus we’ll blast them loud and clear so you can see how ridiculous they are.” This is chutzpa and it works, though I’m not sure I’d use that term resonates in the UAE.
Like this post? Subscribe to my RSS feed and get loads more!