The truth, the whole truth and nothing but the truthBy admin • Apr 17th, 2008 • Category: Features of the Month, Uncategorized
Does anyone believe the real truth? No. That’s right, the answer is simple, people believe what their perception tells them is true. And, there’s a world of difference between this and the real truth. This is their own personal truth so the best way of putting it is that people believe that their own perceptions are true. But has this got anything to do with marketing? Yes. Everything to do with it.
The world is full of companies with the best products which have the greatest features. These products are generally the property of businesses which massively underperform in their respective markets. Perversely market leadership is so often the playground of those who ‘spin’ facts into the minds of their customers in a way which captivates their audience.
The bottom line is that to make your product a success, you have to give your audience the perception, the whole perception and nothing but the perception. Don’t get the wrong idea about marketing though, it isn’t there to give your products or services properties that they don’t possess. Marketing simply crystallises the good aspects about your offer, turning it into an attractive proposition.
Whatever you do, don’t lie about what you do, simply put your best foot forward first and remember that customers aren’t interested in hearing about the 20 things which prove your product are better – save this for your Intellectual Property solicitor when applying for a patent – they’ll listen long after your customers stop.