Welcome.

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.

by Nancy Ruspil, MGC

Add me to the statistics. I’m one of millions of consumers who can be swayed by meaningful cause-related marketing.

Yesterday, for instance. I’m standing in the detergent aisle at the grocery store. The brand I often buy works well, smells good and is reasonably priced. But as I scan the shelves of colorful bottles, my eye lands on the Tide “Loads of Hope” yellow-capped bottle. I’d seen  commercials showing how Tide gives a portion of these proceeds to support families affected by natural disasters. Nice, my conscience whispers. I quickly compare prices with my usual brand – almost exactly the same. Nice again. I take the Tide bottle off the shelf and put it in my cart. At that point, my conscience is cheering.

Last week a friend and I were deciding where to meet for dinner. We narrowed it down to two favorite restaurants. Turns out that one of them was donating part of the night’s proceeds to a local youth services agency. We chose that one. Easy decision.

Examples are everywhere. Businesses of all sizes are finding that marketing with a conscience attracts customers and builds brand loyalty. The Lexus Eco Challenge asks teens to create environmental programs to improve land, water, air and climate in their communities. TOMS Shoes donates a pair of shoes to a child in need for every pair sold. In his article, Top Advertisers Add Meaning to Marketing, Jack Neff describes a variety of businesses that are weaving intrinsic value into their marketing – attracting customers, instead of repelling them.

What is your business doing to show support for a meaningful cause or an important value?  If you want response and loyalty from customers, do good things for the world – and invite them to be part of those efforts. People like companies that care. It may sound trite, but it’s just the way we are.

Watch this effectively touching Land’s End video produced for their “Big Warm-Up” project. What a way to involve and inspire a customer.

by Nancy Ruspil, MGC

Last month I took my car in for an oil change. I tried a new shop that I’d heard good things about. When they finished, the man at the desk smiled and handed me a long-stemmed flower.  “Wow! Thank you,” I beamed in surprise. “You’re welcome,” he said. “And thanks for coming in.”

Amid the hefty tire displays and the faint smell of engine oil…here’s a fresh, graceful blossom to take away. This simple act of appreciation is an unexpected treat for a customer.

The little things are often the big things. It’s something we all know but it’s easy to forget.  A smile. A warm word. A single, caring gesture. These small but memorable moments make us feel good about our day – and about the person or the business that made us feel that way.

What do I remember about that auto shop? Good service and a friendly flower. Will I go back there? You bet I will.

Appreciation doesn’t have to cost you a cent. How do you brighten the day for your customers?

by Nancy Ruspil, MGC

Demographics. Lifestyle. Buying behaviors. Sure, you need to understand those things as you create your marketing plans – but no, that’s not everything you need. Not even close.

Go where your customers go. Are they online? On a phone? On a couch with the remote? Wherever they are, find them – and engage them. Ask for their ideas. Invite criticism and suggestions. Then listen hard to what they say and show that you’re listening by acting accordingly. How can you improve your product or service to meet customer needs? Isn’t that the point of all your work?  You offer something customers need or want and that’s why they pay you.

It’s 2009. Unless your marketing is a two-way conversation, you lose before you even start the race. Cause and effect. Simple, right? Not if you’re not listening.

Are you?

This video makes the point – and makes us laugh.