by Nancy Ruspil, MGC
You can blog, tweet, run fancy ads and launch a gorgeous website – but if people get a sense that your business is a little phony or a little flaky, it’s all just wasted time and money.
What does it take to earn the trust of customers? We all know, really. We just tend to forget when we’re caught up in our own whirling priorities. So here are a few reminders as we move into 2010.
Stay REAL. Be honest about what you’re offering. No fronts, no pretense. Talk up the benefits, but talk in terms that ring true to people’s lives. How will your bikes change the trail experience for them? What makes your hotel so enchanting? How is your software going to help them be better managers? Why are your blankets irresistible? You want more than your customers’ eyes and ears – you want their minds and hearts. Until you have those, you can’t hope to gain their trust.
RESPECT your audience. Marketing can be annoying, interruptive, or forgettable. Vow to be different. Your target audience is made up of busy human beings with jobs and kids and dinners to fix. Time is precious, so that minute of attention you’re asking for better be a good minute. Online or offline, make your marketing worthwhile for customers. And when they give you feedback, listen well and respond promptly.
Be rock-solid RELIABLE. Your service speaks like no marketing can. I’m a big fan of FedEx. When I sent gifts to relatives last week, I sent them via FedEx. I didn’t have to wonder if the boxes would be delivered on time or in good shape. I simply knew that they would. That feeling is golden. Time and again, the company has proven to me that they care about excellent service and they’ll keep doing it right. If you work this hard for your customers, they’ll have that kind of confidence in you.
Is your marketing genuine? Are your messages worthwhile? Is your service outstanding? If so, you’ll never lack for loyal customers.
