Marketers like to use words like compelling and engaging to explain the underlying intent of an advertisement. Lure the customer in with a tempting offering, and then give them a reason to need your product or service.

What's behind that grand facade?

Blog entry > What’s behind that grand facade?

Advertising creates a certain expectation

If someone sees an ad and becomes interested (engaged) or ready to act (compelled), then whatever product or service virtues are implied in that ad must be present when the customer makes contact with that company. Any disconnect between what is being promised and what is available will create doubt.

Seeing is believing

Every little detail matters to the customer as they are making a subconscious comparison to what they have been lead to believe and what they are seeing. If the message is misaligned the customer may go elsewhere.

If you state friendly knowledgeable staff, then everyone employed in the business must meet that criterion - there should be no need for backroom consults. If you say innovative technology, then that's what the customers should see - up-to-date credit processing. If you say you are service inclined, professional and committed to customer satisfaction, the reviews must show it.

Let's face it, it can be difficult to shine a product or service above the competition. Beware of misleading or half-truths; the customer will usually figure it out.

Integrity helps build strong foundations

Your compelling, engaging ad has, to be honest, and true to you as a business and to your customers. Read the ad carefully, then take the time to simulate the customer experience in the shop, on the phone, by e-mail, observe and critique. If you see a disconnect, make adjustments to the ad, or to the touch point, in today's business market, you cannot afford to let anyone walk away without making a purchase, or at least experiencing a great impression.


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