“Lipstick on a pig.” This seems to be a new catch phrase in US political circles. It means “dressing up an idea to make it look like it is more than it is” or “we’re scared of your VP choice, so we are going to take subtle pot shots at her to make her seem less than she is”.
I think it is an important term in marketing circles too. In this case, it could be seen as “over-marketing”, which can be a problem when you are accurately trying to describe a product or service. It can also be legally troubling…
I see it in my own writing all the time, and it is something I constantly have to keep in check. My job in most cases is to present my clients’ companies in the best light. That means touting successes, underlining benefits, and overall trying to show why one company is better than its competitors. (You know, in case you don’t know what marketing is about… lol)
My point is that often I can be guilty of putting lipstick on a pig. What I have to remember is (a) pigs are very attractive creatures in their own right and (b) pigs don’t wear lipstick.
For example, pigs are very clean, and many people love to keep them as pets. And to paraphrase Homer (Simpson, not the great Greek writer), they are the wonderful, magical animal that brings us bacon, pork chops, and ham.
These are the features we need to sell, if we are selling pigs. If we try to put them on the same playing field as say a Bentley, not only are we misrepresenting ourselves but we are doing a disservice to our clients. Customers will quickly see that although pigs may be more fuel efficient, the luxurious ride and “wow” factor just aren’t there, no matter how much lipstick you use. Worse, it hog-ties future marketing efforts for that company because customers will not forgive it for trying to put one over on them.
It all comes down to one thing: honesty. Yes, put your client in the best light but don’t stretch the truth. In fact you may even benefit from erring on this side of the truth. There is a lot to be said for promising a little and delivering more.
What do you think? Can you put a little bit of lipstick on a pig? Or is it best not to “ham it up” at all? Enquiring minds want to know — leave your comment below!
~Graham
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Tags: honesty, lipstick, marketing, pigs, Simpsons
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Cath Lawson (19 comments.) says:
Hi Graham - I agree. We should be giving folk what they paid for and not pretending it’s more than it is. You can still make your product or service seem better in other ways without exaggerating it’s virtues.
Cath Lawson’s last blog post..Freelance Writers And Business Bullshit
Graham Strong says:
Exactly! Accentuate what is already there without too much embellishment. A fine line, that’s fer sure, but it’s worth not crossing it…
~Graham
Janice Cartier (16 comments.) says:
Graham- Read my lipstick… gotta love it.
Reaching clarity on such matters of self promotion is one of those things that sounds easy, should be simple, but rarely is. Or even if it is sometimes staring you right in the face, you have to sometimes shut out the noise to see it. Hyperbole is rampant in our world.
I blame the French Connection. Yep, long ago that car chase scene raised the bar that every sequel, prequel and action film made since has had to top. The noise level on eveything increased dramatically along with it.
I think it’ a good move to be comfortable saying I am a hockey mom, but I am a hockey mom who doesn’t blink. I am looking at my own self promotion with an eye to that kind of simplicity .
I am popping the popcorn and watching where this car chase is going…it won’t be boring that’s for sure.
Janice Cartier’s last blog post..Back to The Drawing Board
Graham Strong says:
Hey Janice,
Trust me, most hockey moms don’t blink! A pit bull with lipstick is usually a pretty apt description, and least in these parts…
You may be on to something there with the French Connection, or perhaps the “Hollywood” connection might be a good way to put it too. We are always looking for bigger and better. The problem is, every week the bigger and better come around the corner, so we are always expecting it. Hard to compete with that if your product was only bigger and better last week. Hyperbole is absolutely the easiest trap in the world to fall into when you are aiming for the stars.
But then if all else fails, you can always trade on “tradition” rather than “new”. Unless you are selling tech products, in which case you are pretty much stuck with finding your spot on the cutting edge.
~Graham
Meryl K. Evans says:
Thanks for the new cliche lesson. First I’ve heard it. I avoid exaggerating accomplishments, abilities, skills. It’s for the same reason people say, “underpromise, overdeliver.” I don’t want clients and their prospects to expect more and get less. So I won’t be putting make up on pigs anytime soon.
Janice Cartier (4 comments.) says:
Graham- I am going back to Hollywood again to that scene where Indy is confronted by the saber swirling enemy . Amid all the flourishes, he just takes out his pistol and shoots him. There’s the guy I want on my team. And I think it holds it self promotion. Really knowing your strengths and delivering those in a very direct way… I kind of like that. Now that’s not to say I don’t enjoy a good flourish every now and then, but seriously, on a day to day basis, I think we all want consistency of delivery, really solid work that holds up well and does the job with a little bit of grace …and maybe a self deprecating grin every now and then that is human.
High tech though, I could see a “traditional” spot with a small green garage( HP? I think), laser light coming out between the cracks.. and some space age music announcing the launch of whatever the next new thing is…In the tradition of great innovation from humans ….
Rats Graham , you have me thinking self promotion launches.. I am supposed to be drawing…LOL..you always make me think.
Graham Strong says:
@Meryl - Yes, that’s exactly it. Except that you do need to ride that line as closely as possible and distinguish yourself from the competition. How do you dress up a pig without using makeup? Maybe that’s the question — metaphorically anyway!
@ Janice - Funny story about Indy - Harrison Ford ad libbed that whole thing. Apparently, there was supposed to be a whole scene with Indy and the sword guy duelling it out, whip vs. sword. But it was so stinking hot that Ford couldn’t imagine a whole filming day. So he just pulled out his gun and shot him…
We seem to be caught in a tradition of change, which seems to be a bit of an oxymoron. So how do you ride that wave? Perhaps marketing change but delivering on tradition. Like you say, you like to own “reliable” — everyone does. But even those people who like to own reliable like to buy new and flashy.
It’s paradoxes like these that drive us to Mary Kay our Porky Pigs…
~Graham
Janice Cartier (4 comments.) says:
“Perhaps marketing change but delivering on tradition.”
Just so.
Great post BTW.
Meryl K. Evans (3 comments.) says:
Graham, you’re right — you need to make yourself and your clients stand out. No question — just without turning it into a Texas tall tale 
Meryl K. Evans’s last blog post..Capturing the Freelance Life in Pajama Diaries
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