“An average customer doesn’t know that,” a friend says to me as we watch commercials and one claim stands out as being likely misrepresentative of the truth. “Well it’s not 1985 anymore. They should re-examine their marketing tactics.” Completely separate from ethical considerations, the taste marketers got in their mouth for lying in a not so distant past has become a bit laughable in this day and age.
It’s the age of educating your customers. Lying to them will make you look stupid.
This includes press releases, TV Commercials, and online content. Misconstruing your identity, expertise, or points of differentiation will make you look cheap, old-school and single you out in a greater amount of minds as phony quicker than you can say ‘viral video‘ or ‘candid amazon review.’
For years the name of the game was hard sell, because your customer was likely none the wiser and if you botch the delivery it will take 3 years for it to turn off their dentist in the next town. But now, your customer and his dentist are friends on Facebook… Twitter… Instagram… Snapchat. You’re dentist has seen your friends cat. If your phones screen isn’t as strong as you advertised that education is going to occur by someone else. You’d better be the authority of authenticity or your customers will smell the rat.
Use this knowledge to become an educator in your industry. Be Honest. Delight people with the truth.
- Curate the best content that educates on your news or blog
- Occasionally share a defect along with several highlights.
- Recognize if you find yourself less than proud of part of your product or service, then that should be a focus of growth.
- Candidly share what you don’t consider yourself an expert in and refer clients that need that to an appropriate resource.
- Revel in that professionalism, and when it is in your area of expertise you will be more confident.
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