Prospects Aren't the Enemy
So stop treating them like they are.
Helping our customers develop marketing strategies, and working on our own, we're constantly up against a problem that often goes unnoticed: Marketers are at war with their prospects. (I say "prospects" to define hopeful customers, former customers, and anyone you're trying to win over to your brand.)
Perception is Key
What I mean to say is, marketers assume that they're engaging in an argument with a customer, convincing them why doing business with my company makes sense. The truth? If your ad is in response to a presupposed internal argument with your prospect, that's precisely what it will become. I got a piece of mail from a phone company about a year ago that upset me. The letter said (paraphrased), "You made a bad decision by switching to another phone company a few months ago. You probably want to come back to us now, because whoever you switched to probably lied to you to get you to leave us for them." I'm flattered, but I'm actually much happier with my new telephone company...but I digress. If you're going to slander a competitor, make sure not to insult your prospects in the process.
The Customer's Always Right
Why not acknowledge that the customer's justified in being skeptical of your company? Why not admit you're not perfect? Why not listen to the customer?
Here's what it comes down to: Build a product/service/company that's perfect for someone, or some group of people. Get those people to like you. Help them picture themselves using your product. Make it easy for them to get your product. Easy enough?
Have you seen our portfolio?Bookmark this Page: 
