How many times have you opened a frozen dinner and have found the contents to look nothing like the tasty picture on the front of the box? Probably every time I would think. I know I can’t think of a time when I actually opened a frozen meal to find something that closely resembled the mouth watering, or at least, somewhat non-nasty-looking, photo on the front of the box. Bamboozled again!
Actually, I’ve come to expect that, as I’m sure you have too. It’s a rare treat when the frozen contents looks like what the box promises. If you’d like to see some gross examples of all this talk of frozen goodies, go to the Fresh Creation blog. It’s pretty nasty. If you’re hungry and don’t want to be, take a look at this site right now!
In the same way, how does your brand keep its promise to customers? When someone opens the packaging of your product, are they disappointed that it doesn’t look like the pretty picture on the package? Do people feel all warm and fuzzy inside (whatever adjectives you told them they would feel) when they use your product? If not, your brand is lying. Your packaging is lying, and your packaging is simply an offshoot of your brand. If your packaging lies, your brand lies. Your pants are on fire, Mister!
And consumers have come to expect lies from marketers and advertisers. Seth Godin even wrote a book called All Marketers Are Liars. At least he’s telling the truth…or is he?
Godin says that marketers are storytellers and that over the years, their stories have become more unbelievable and even predictable. How many times have you heard companies state that they “care about their customers.” Or that they have “the lowest prices” or “the best customer service”, when really they don’t have any of that? It’s almost as if these are just phrases that they pull out of a marketing template that every single marketing department in the world uses. People are sick of hearing these lies.
Consumers expect to hear lies from marketing, so the best way to get their attention? Tell the truth. Here’s how.
1. Look at your brand from a consumer’s perspective. They know nothing about your inner workings. Where did your product come from? What is its value? What do the top management believe and how do they act? Ask yourself what truth you would want to know if you didn’t know your company.
2. Look at your competition. What are they saying about themselves? Is it the truth? Does it even sound truthful or are they pulling from the “marketing template?” You don’t want to say the same truth that they are, so be sure you know what they are saying.
3. Pinpoint what will drive your relationship with customers. Determine all of your attributes and pick out the one or two that customers will care about and that will help them trust you. Will the fact that yours is a family business make them believe you and trust you? Or will your top-rated customer service be the driver of the relationship?
4. Get to know your customers. What are they interested in? What makes them happy? What are they willing to believe about your brand that is different and more attractive than the competition? Once you know what is important to them (family values), you’ll know what truths about your brand and company you want to play up (family-run business).
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