I am returning to one of my favorite topics - the authenticity of your sales and marketing communications. Reading an article from Gerry McGovern in the CIM Magazine ‘The Marketer’ reminded me of the need for a genuine voice. Gerry makes several points that are important to remember. The first key insight is that on our website we need to “give attention” not “get attention”. He says, “Forget traditional marketing words that talk about “solving tomorrows problems today”. This sort of waffle drives customers mad”. I couldn’t agree more. Anyone who has read any of my blogs will know that in this internet savvy, Web2.0 world, that I am a strong advocate for authentic, educative marketing communication. We need to position our products and services based on needs addressed, business issues solved, place and position in a value context. It is why I am such a strong advocate for video based communication where, if content is created and presented is the right tone and manner, the ability to “give attention” is dramatically enhanced. What better than word of mouth, face-to-face communication? Interestingly McGovern argues that marketing people traditionally treat customers as emotional and irrational. He then claims that the web is a different, rational place where we search, research and compare. The reason, he argues, we should communicate, on the web, in helpful, educative manner. I would make two additional points. Firstly I don’t just think it is just on the web that we should communicate in this style. I would argue all communication should follow this mantra. Secondly, I don’t totally believe that all purchases on the web are rational. I have made irrational purchases on the web. People are human and capable of being irrational. I think emotional connection in our messages is vitally important. Check out Gerry McGovern - The Stranger’s Long Neck: How to Deliver What Your Customers Really Want Online
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