Devotion to uncover, investigate and learn about brands, music, innovation and creativity of all kinds.
Sunday, 4 October 2009
The World's softest sock
So what makes a great claim?
1.It must be simple
2.It needs to have stopping power
3.It needs to be believable, (or at least make you feel that its believable)
4.It needs to make you buy
5.It needs to make you come back and buy again
Well this one certainly meets all 5 criteria. My wife has purchased 4 pairs of these socks in the last 4 months, and at c. $8-10 a pair (in stores) they certainly are high margin for the manufacturer and retailer alike.
I cannot figure out how they substantiate this claim "world's softest sock", unless of course they test each and every sock in the world for softness (unlikely)…..or perhaps this counts as ‘marketing puffery’ (more likely)?
In any case its fantastic marketing, because it works !
Posted by Samuel Monnie
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