When you are a customer, isn’t it easy to pick up the gaps? You can read the mission statement behind the counter of a department store and see the mismatch with the lax service you are experiencing.
You can hear how much a company values service in the recorded message that repeats while you are on hold.
Those messages are essentially false marketing. There is a lack of congruence between what is stated and what you experience. Yet, it goes on at an incessant rate every day. It’s why we see so many complaints on Yelp or share about the missed expectations we have as customers with our friends.
When we are buyers, it feels pretty clear. Somehow, it becomes a bit more cloudy when we are sellers. Part of it is because of the blinding animal instinct to sell rather than help. Another part is because of narcism – it’s hard to think about how others feel as opposed to how we feel personally.
If your marketing is simply an exercise in what you think a good brand is supposed to do, I would say forget it. The world does not need one more inauthentic ploy. Your marketing cover will be blown quickly and your reputation, of more value than rubies, will be quickly tarnished.
Instead of pushing out a crafted message, how about creating a crafted experience first and foremost. Let the message follow. When your customer first experiences your brand, ensure every touchpoint of the experience speaks to what you stand for. If it is true, your customers will say it to you and their friends. That’s what a real brand does. It compels evangelism.
Having to tell the world some sterile line of bull only raises skepticism. We can all see through it. And when your cover is blown, your marketing ends up doing more damage by exposing your shortfalls.
Here’s an idea – try being the customer or enlisting an anonymous buyer from start to finish to find out how your service truly markets your business. It’s the truth of where your brand really is.
How are you letting your service market for you?
