For marketers, getting a customer,
prospect, or donor to choose their organizations for a product or service is
much like a politician trying to get votes.
There are usually campaigns, marketing, pleas, and personal appeals
involved.
But what actually gets the vote?
While the promise of a better way
sounds appealing, the vote usually goes to the one with the best track
record. The company or organization that
makes and then follows through on a good offer.
The group that not only listens to what its customers have to say, but
also acts on what it hears. An
organization that creates solutions to problems, not the other way around.
Have you been getting the votes
lately? If your numbers aren’t as good
as they once were, maybe it’s time for a re-examination.
For starters, meet with your
customer service department to discuss any noticeable changes in customer
attitudes, questions, or complaints.
Then, study your marketing language.
Are you overselling or over-promising the benefits of your offers? Do your offers sound attractive or unbelievable?
Having a larger marketing budget
than your competitors may help, but it will only be a short-term win if you
don’t have the substance to support your position.
What can politicians learn from
marketers? Be honest. Work hard.
Earn the votes.
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