As I was driving past a nearby golf store the other day I saw a sign – ‘Australia’s biggest ever golf sale’. Wow! This is an extraordinary sign because they are claiming:
- that in all of Australia, out of every golf store in the country, this is the biggest sale; and
- that in the entire history of Australia (ok, 200+ years), there has never been a bigger golf sale.
I’m surprised that a sale of this magnitude didn’t make headlines in all newspapers and the evening news, or even the Guinness Book of Records!
I wonder what kind of evidence is required to make such amazing claims. Had this store examined all golf outlets across the country and conducted a historical review to come to the conclusion that their sale would, in fact, be the biggest ever? Looks to me like lazy advertising.
I encountered a similar situation on a recent trip to Sydney. I wanted a coffee, and was looking for a cafe when I saw a cafe advertising ‘Sydney’s best coffee’. Who could pass up drinking the best coffee in Sydney, or risk drinking anything less than the best?! It might be lazy advertising, but I’m evidence that it works!
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