Mary Schmidt Marketing Troubleshooter

In ads…or anywhere else…including probably never use the word “never.” Blah-blah-blahhhhh… Above is the second frame from one of my all-time favorite Far Side cartoons. The difference between what we say and what “they” actually hear….applies to people too, particularly when thousands of others are “talking” to us every day.

I keep forgetting about the Monday Morning Memo, from Roger H. Williams. (dang it!) His latest is Ten Things Never To Do In Advertising.

Here’s one that resonated (since I seem to be on my service soapbox this week):

6. Never claim to have exceptional service. Most people won’t believe you. And those who do believe you will expect more from your staff than they can possibly deliver. It’s a lose/lose proposition. Rather than promise exceptional service in your ads, tell the public something objective, factual and verifiable that causes them to say, “Wow. Those people really serve their customers.” Never praise yourself. Do things that make the customer praise you.

I’d add to go real easy on words like “quality,” “integrity” and “ethical.” Those should be a given.

Service is something you do – not talk about. Blah blah CUSTOMER Blah blah blah…

Tags: marketing, marketing troubleshooting, customer service, customer retention, advertising