By Guest Blogger, Mary Schmidt, Marketing Troubleshooter
In his post today, Seth Godin notes that, "Selfish short-sighted marketers ruined it for all of us. The only way out, I think, is for a few marketers to so overwhelm the market with long-term, generous marketing that we have no choice but to start paying attention again."
Hmmm..."generous marketing" - plays right into my tag line "Everything you do is marketing." And, why am I rolling my eyes (again)? Between what I do for a living (duh, marketing stuff) and my "life" as a customer...I'm overwhelmed with the tired, trite (and selfish) marketing that is still so prevalent. Companies yammer on and on about "trust," "customer commitment," "integrity" and "quality." We. Do. Not. Believe.Them.
I recently switched insurance companies. I paid Celtic for a year and when I went to use it...whu-oh, couldn't use it. When I emailed about the problem, I got a canned "do not reply" apology and abdication of responsibility. Their motto, "Earning Your Trust, Every Day." You betcha.
So, what does this mean to your marketing? Here are two rules to live by:
Rule #1: Don't Be A Marketing "Expert's" Victim. If you don't like it, don't do it to your customers. Just because the "expert" is promising great results doesn't make it the right thing to do. Example: Robocalls. We've got a glitzy guru here in Albuquerque whose big schtick...wait for it...is ROBO CALLS! Yes, indeedy. You''ll make millions. (Not.) Another is pitching email blasts like they're the greatest new thing! Right. We all so love to be blasted, don't we? And, spam is again at an all-time high.
Rule #2: Don't Be Afraid. Yes, if you're generous, you're going to get scammed on occasion. But, the positives will outweigh any momentary hit to your revenues. If you make a "special" offer, make sure it's really "special." Lose the fine print. Take returns without a receipt. Offering a rebate? Don't make people jump through hoops to get it; give it to them at time of purchase.
Trust goes both ways. And, you have to earn it.