“And it puzzle me to learn
That tho’ a man may be in doubt of what he know
Very quickly he will fight
He’ll fight to prove that what he does not know is so.”
~ Oscar Hammerstein
Your Marketing Message Cannot Afford to Confuse!
Are your customers confused about their next step or course of action?
If so, you can be almost 100% certain that they will not buy. Not today… and possibly not ever.
You see, as human beings, we are wired to respond to certainty and to pretend to be certain even when we really are not sure about the facts. Ask any political figure what level of certainty they need to project if they want people to follow them, and you’ll quickly realise that as soon as they bring a hint of nuance into their messaging they will get steam-rollered. It’s why polarising leaders have a fanatical following: if I’m anything less than 100% sure about the best path to follow I want to go along with someone who confidently asserts this is the right (or even the only) way. It’s also why they attract such vocal opposition… From people who will confidently assert that the truth is completely opposite.
Your marketing messages need to demonstrate this level of confidence. I’m not suggesting that you pretend that your product or service will do things that it cannot or will not do, however. I’m suggesting that you work out what you are 100% confident about and stand firmly on that. This is where the “Know. Like. Trust.” principle comes in.
Do You Know Me?
Your prospective customers want some level of insight into your values and personality. I’m not really a fan of ‘Mission-Driven’ business statements in many ways because at the end of the day (or even at the beginning of it) I want to know if your product/service and way of doing business fits my needs and budget.
At the same time, I do want to know whether you can deliver what you promise or if your products and services are flaky, fake, or fantastic. Sometimes it’s even the negative reviews that convince me to buy something or hire someone because I can tell from the reason people didn’t like a product that it will suit my needs.
The old saying, “If you stand for nothing, you’ll fall for anything.” is quite true when it comes to business. As soon as you tell someone why they should like you and buy from you, you should equally be communicating to other people why they should not buy from you.
Your marketing should give prospective (and existing) customers the opportunity to know you… And if that turns some people away, then that is just fine.
Do You Like / Respect Me?
You can like someone, without liking and agreeing with everything they say and stand for. (You can even love someone without agreeing on everything!) When it comes to purchasing a product your questions should focus on whether it is fit for purpose or not… Although you may choose a different option if you don’t like the business’s ethics and policies.
When you’re considering service providers, reliability and ethics are important as far as they relate to the service, but political or religious positions probably are not – unless you anticipate a moral conflict on a hot-button issue.
Actually, I think that “Respect” is a better criteria than “Like” in this trifecta even though it’s not as catchy. I disagree with one of my providers on just about everything we discuss outside of the services he delivers and I can think of no worse punishment than going out to dinner with him, but I have enormous respect for the quality of his services and the professionalism of his advice.
When it comes to marketing your business, demonstrating why people should respect your judgement doesn’t only make it easier to close the sale, it also makes it easier to ensure that they will comply with your processes.
Do You Trust Me?
I was talking to a friend the other day about the confusing messages our state government is sending about vaccines. Irrespective of what your position is on this matter the journalists, politicians, and newscasters are all referring to doctors and scientists (who knew that Australia had so many ‘eminent epidemiologists’?) whose positions are both definitive and in flux. It’s got to the point where many people are justifiably ignoring the messages.
I would be totally on board with authorities saying something like, “Based on current recommendations we believe that Action A is best…
BUT… We acknowledge that this recommendation may change as research and information develops and so we respect your right to take Action B or wait for further developments.
Instead, on Monday we hear, “Take Action A now!” On Wednesday we learn that “Action A might kill you.” And on Friday and Sunday we hear the same message about Action B or C.
Politicians have three or four years before they have to face the consequences and people’s memories are short. Businesses don’t have that luxury.
Your marketing messages must be consistent and congruent. If you make astonishing assertions be prepared to back them with proof and remember that it’s better not to promise an outcome than to promise an outcome you cannot deliver and erode the trust you have worked so hard to nurture.
Consistency is Key
One of the reasons why McDonalds is so enduringly popular is that by-and-large it promises and delivers consistent outcomes (including clean rest rooms). It isn’t the healthiest or the most appealing fast food in many people’s eyes, but you can be fairly confident that your cheeseburger or quarter pounder tastes the same in New Jersey as it does in Singapore, Melbourne, Moscow, or Paris.
Your product or service should have the same level of consistency in both its delivery and its marketing messages. Even when every outcome is customised, your processes and the quality of experience should be fine-tuned and have a measure of predictability.
