The Wisdom of the Past

“Oh, don’t worry she won’t bite.”

Yeah right. Does anyone really believe that?

It’s a line I hear – without fail – at least once a week from enthusiastic dog owners as I jog through my neighborhood. And although it’s been 11 years since an angry German Shepherd sunk his teeth into my leg – an experience that’s forever bleached into my memory – I remain skeptical whenever I hear dog owners offer such reassurances. Surly anyone whose ever been bitten by a dog can relate.

Your customer’s view of marketing is a lot like this.

Whether is due to one big chomp or several smaller nibbles over time, your customer has turned a doubting eye towards marketing and advertising. Past instances of ploys and gimmicks alert her brain. And your customer uses these memories to guide her buying decisions.

But that’s not all: Your customer also relies on the collective memories of all consumers – through what’s commonly known as “word of mouth”. And the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies today have nowhere to hide. And that’s why the old assumptions of marketing – that you can overpower your customer with ad-speak and hype – are doomed.

It’s no wonder why lawmakers are reluctant to rescue the Big Three U.S. Automakers. Still reeling from the mortgage bailout, lawmakers – and the citizens of this country who have elected them to office – have been bitten one too many times by irresponsible companies.

Are you biting your customers?

Here’s my advice: Comb through your marketing materials: ad copy, web site, policies and procedures. Eliminate any and all ad-speak, hype and clichés. You’ll sound much more credible once you do.