When modern consumers have access to information on just about anything in the world – not to mention the ease of access, you would think twice from a business standpoint that the last thing you’d do is to pull the wool over your customer’s eyes. But the motive for employing honesty is deeper than that. While sometimes a certain amount of hype is needed to entice consumers, everybody appreciates honesty because it is a reflection of a business’ values and ethics. So here are a few reasons why honesty goes a significantly longer way then hype when it comes to marketing.
It fosters trust with your customers
This is one surefire method of accruing your customer’s trust and loyalty. If your customers see that you are doing things the right way and wanting to ensure a meaningful and pleasant experience for them – creating a quality service or product, they are likely to reward that business. A noticeable shift in consumer preferences is their desire to contribute towards a better cause, whereby certain notable brands such as Rolex, Netflix, Sony etc., have developed a brand identity which signifies their commitment to quality, integrity, and inspiring values that resonate with the modern day consumer.
A brilliant example is KFC’s PR crisis in which they handled with absolute grace.
While you may secure a few customers with a good amount of hype, nobody likes to be misled. And what’s worse, it may even backfire on you as word begins to go around that your product or service didn’t quite live up to its expectations.
Honesty is enduring, hype is fleeting
Think of your day-to-day social interactions with the people around you, you probably wouldn’t want to spend more time than you have to around someone shifty because you’re unsure towards just about anything that comes out from their mouth.
It works in the same way on a B2C level too. You are more likely to have recurring customers if they know you are trustworthy and reliable, because now they have the sense of security and that they can rest easy knowing that your priorities lie on providing only the best for your customers. Just like before, if word around town is that your business is one where people can work reliably with; you’ll be in a fantastic spot.
It displays your confidence in what you sell
While every product or service may have their initial shortcomings, being able to openly discuss and resolve these weaknesses displays the fact that you understand your offerings well enough and that their strengths can more than make up for it.
It instils confidence towards your brand by giving customers a sense of reassurance that should they encounter any setbacks when using your product or service, you will be able to provide them with the help they require.
Serious buyers only
While being transparent and open may seem like an unwise decision to make, but there are merits towards that approach. If a customer decides to take his business after being unsatisfied with their purchase, you will be left with those that your products are most suited to – the ones who still stand by your product/service are unfazed by the current shortcomings, and are confident in the strengths of your product and your approach towards tackling the situation. These customers are your ideal customers.
While the use of hype marketing may work to a certain degree, honesty has proven itself time and time again that it’s integrity as a business practice is impeccable. While hype marketing traverses the surface of consumer expectations and preferences, honesty in marketing ultimately prevails in the sense that it will truly capture the hearts of consumers and can be thought of as one fundamental step in the courtship ritual.
Speak with us here and let us help you determine what works best for you!
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