Beware of False Marketing Communication Claims

Posted by m4bmarketing under Marketing
From http://www.m4bmarketing.com 5074 days ago
Made Hot by: alinisrael on June 15, 2010 5:09 pm

Claims made in your marketing communication are important. However if there is not any substance behind the claim then it can damage your brand’s reputation and affect your customer relationships to say the least. Before you make claims especially the marketing claim of being Number 1, ask yourself these questions.

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Comments

Written by ajayjoya
5071 days ago

False commitments may be the reason, which can bind up your business. Beware from false commitments, One business can grow up only with the right commitments and completing these commitments on time. Thanks Susan for posting the most valuable key of successful business.

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Written by ShawnHessinger
5073 days ago

It's never a good idea to lie to customers or clients. Some of the greatest temptations here are when you make an attempt to qualify something that many in a particular industry already know intuitively. If I say, for example, that social media marketing or blogging will help boost your brand online, this is something plenty of people who are involved in online marketing have experience with. However, when I hear someone at a marketing meeting promising a specific number of visitors to a site or a specific number of conversions over a certain period of time, I become instantly suspicious. This is like promising the amount of a particular product that will be bought spontaneously by random customers entering a store. I can give historic data based on passed experience but how can I guarantee what random customers (or visitors to your site) may do? How can anyone? If there are studies to cite that is one thing. Guaranteeing results that no one can promise is foolish and will almost definitely hurt your reputation long term.

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Written by m4bmarketing
5073 days ago

Good points Shawn and I sometimes wonder if they actually think through the consequences of making such claims. I have a feeling they do not.

Susan

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Written by saraib820
5074 days ago

Susan,

I agree wholeheartedly. I think sometimes in SB people make outlandish claims without realizing the implications and w/out realizing the followup entailed. Claims are very important. They are something that need standing behind. One unfulfilled claim along with an unhappy customer = mucho problema!

Rivkah

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Written by m4bmarketing
5073 days ago

Well said Rivkah and you are right it just takes one customer. I think sometimes they see others do it and just follow.

Susan

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Written by lovedthisarticle!
5074 days ago

Great Job Susan!

Heidi k.

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Written by m4bmarketing
5073 days ago

Thanks as always Heidi and I look forward to reading another article by you.

Susan

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Written by yoni67
5074 days ago

Susan,

My pleasure and thank YOU!!!

Your fan,

Yoni

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Written by yoni67
5074 days ago

Great post Susan!

There is an expression "Paper tiger." It speaks of something which is all appearance and not a lot of substance. Your great post got me to thinking about it. Claims are great, but if they can't be backed up, it is like a hollow shell without much in it. It's kind of like those chocolate Easter bunnies. You expect it to be solid, but there's not much inside!

Yoni

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Written by m4bmarketing
5074 days ago

Hi Yoni,

Your examples are great as they are so easily understood so thank you. One thing I learnt from working in large companies is that if you can't back up the claim with credible evidence then do not use it as customers will see through it.

Re the Easter Bunny, the only ones I do not worry about being hollow is Lindt.

Thanks as always Yoni for adding your comment.

Susan

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