I've noticed recently that there have been a lot of companies making claims about their businesses, products and services that they cannot substantiate, particularly when it comes to environmental credentials. Here's a bit of quick advice for anyone thinking of jumping on the bandwagon.
People like to hear interesting stories - sometimes good, and sometimes bad. So if you're doing something good that will interest your target market, then by all means tell them all about it. It will gain their attention, raise their perceptions about you, and give them something positive to tell to friends, family and colleagues. There is no better way to promote yourself.
However, you should never underestimate your customer. Many companies, particularly in their marketing strategies, think that it is sufficient to simply tell the customer good stories. Big mistake! Customers may well want to hear the stories that you are telling them, but thats because they want them to be true. Therefore, if they find out that you're claims are not entirely honest then you're in trouble.
If you're not what you say you are, you'll get found out. Your story may have been good, but the story about how you misled them and others is even better! That will be the story that spreads.
Overselling yourself may well help you increase short term sales, but it will destroy your brand and your business in the long run. It will raise suspicions, generate rumors, and turn customers away.
Its quite simple. If you want a successful, sustainable business, then make sure that you can live up to your promises. If you're doing something good, then tell the world about it, but if you're not as good as your customers would want you to be, then you're better off keeping your mouth shut.
This blog is supported by Scamper - The pioneers in Sustainable Brand Strategy
People like to hear interesting stories - sometimes good, and sometimes bad. So if you're doing something good that will interest your target market, then by all means tell them all about it. It will gain their attention, raise their perceptions about you, and give them something positive to tell to friends, family and colleagues. There is no better way to promote yourself.
However, you should never underestimate your customer. Many companies, particularly in their marketing strategies, think that it is sufficient to simply tell the customer good stories. Big mistake! Customers may well want to hear the stories that you are telling them, but thats because they want them to be true. Therefore, if they find out that you're claims are not entirely honest then you're in trouble.
If you're not what you say you are, you'll get found out. Your story may have been good, but the story about how you misled them and others is even better! That will be the story that spreads.
Overselling yourself may well help you increase short term sales, but it will destroy your brand and your business in the long run. It will raise suspicions, generate rumors, and turn customers away.
Its quite simple. If you want a successful, sustainable business, then make sure that you can live up to your promises. If you're doing something good, then tell the world about it, but if you're not as good as your customers would want you to be, then you're better off keeping your mouth shut.
This blog is supported by Scamper - The pioneers in Sustainable Brand Strategy
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