The most you can hope for is to try to maintain your influential role in consumers' decisions and behavior.

The most you can hope for is to try to maintain your influential role in consumers’ decisions and behavior.

Customers are becoming more and more fed up, but really they are just tired and annoyed by bad marketing. Customers appreciate relevant information because it is the only way to be updated about what is interesting to them. Marketing has always been, and it will always be about being the connection between you abd your customer. You must be caring, helpful and even entertaining. And sincere.

Everyone buys for a different reason. Being helpful to your customer requires investing more time on the strategy and basics of communication.

Companies feel that they can’t afford the extra time, but what they really can’t afford is to keep annoying customers. This is your wife, your son, your Dad. Many companies don’t think in these terms. Unnecessarily annoying your friend is making it harder for everyone else, including you, to get the chance to tell your story. In the near future, the person annoyed today will become more reluctant to engage with you.

It is bad enough that so many brands compete for the same customers, but it makes it even worse when others that have nothing helpful to offer or say simply join the noise.

Part of the problem is not enough resources, relevant information and time to do a good job at trying to target potential customers. It’s more effective to be helpful to a few than annoying to many. This way, we have a better chance to succeed and customers will want to learn and be helped.

Conclusion – for now

In order for your company to maintain your influential role in your consumers’ decisions and behavior, you have to do a much better job. Personal marketing is more difficult to plan and execute, but it is the only way to convince customers that today is the day they should buy from you. And you won’t break your trust to them tomorrow.

One of the biggest mistakes in marketing is to think that marketers are the experts when the truth is that customers are. The customer tells us if we are right or wrong. Still, in most cases we don’t listen to them.

I listen.

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