When you run a business, there’s always a temptation to copy the marketing ideas of other companies. After all, those ideas are proven to be successful, and most of the work is already done for you.
Besides, it often seems like all the great taglines are already taken. Even setting aside the possibility of a copyright infringement lawsuit, imitating your competitor’s advertising is a bad idea. Here are a few reasons:
It makes your company look lazy.
When your customers see that you weren’t willing to do the work necessary to create original marketing, they may wonder how industrious you’ll be when you make a product or perform a service for them.
It fails to convey the uniqueness of your brand.
You’re working to offer products or services that are distinct from those of your competitors. That’s what creates demand, right? Why hide your features and benefits behind marketing that’s obviously unoriginal?
It reinforces your competitor’s brand in your customers’ minds. If you saw an ad with the tagline, “Cabbage: It’s what’s for dinner,” you’re probably going to think of a tender, juicy steak rather than a bowl of slaw. Consider all the businesses that have used a play on the “Got Milk?” tagline. Can you name them? Do you remember what they do? I don’t. All I can think of is a tall glass of cold milk (and maybe a warm chocolate chip cookie).
Imitation may be the highest form of flattery, but you’re not in business to generate traffic for your competitors. It’s much better to use fresh, original ideas to communicate your company’s distinctive message. So, resist the temptation to copy someone else’s marketing.
For my part, I’m about to give in to the temptation to eat something tasty. I’m getting really hungry for some reason.