3 Tips At Giving Your Word And Keeping It
Marketing: It’s finding ways to tell people about you, your book, your newsletter, your services, or anything that you want people to see. Implied in every marketing strategy, whether advertisements, viral campaigns, social media sites, and every other aspect of your marketing plan, is a promise. The promise is what you state, imply or infer in your marketing message.
By: T. Eldidge
Perhaps you are promising people a newsletter delivered at regular intervals or a special price on a book or service. Perhaps your promise is a free download of an e-book that will solve a problem for them. Consider your current marketing messages. What promises are implied or stated? These are the promises we cannot grow lax about. By not fulfilling them, or pulling a bait-and-switch, or small print legalese, we do great damage to us and our message that will ultimately catch up with us and shipwreck our whole marketing plan.
Yesterday, I promised my 3 year old twin boys that I would take them grocery shopping at Walmart. Why this excited them to no end is beyond me, but it did. However, legitimate circumstances came up that made me have to reschedule the shopping trip. Have you tried to reason with a three year old? You can’t. As we drove by the Walmart, Connon said, “Daddy, we are going the wrong way. There’s Walmart.” I tried to explain how we needed to reschedule, but in the end, 4 words from my three year old caused me to turn the minivan around and find a way to fit in a quick shopping trip. Those four words:
“Daddy, you promised me.”
Ouch. He was right. Landon, his twin accomplice, joined in the chorus- “you promised, you promised, Daddy.” If three year old toddlers can appreciate the value of a promise, then so will savvy visitors who come across our marketing messages. If they take action on our message, then we need to make sure that on the other end of that message is exactly what we promised would be there. My toddlers would have forgotten and forgiven if I didn’t take them to Walmart but if we don’t deliver on our marketing promises, our visitors will not.
In order to make sure we deliver on our marketing promise we need to follow these simple guidelines:
1. Understand the scope of what we are promising. Sometimes, something sounds good when we throw it out there, but when we try to implement it, we realize it’s a lot tougher, more expensive or more time consuming than we thought. The time to discover this is before the marketing message goes out.
2. Keep yourself organized. In order to make sure your promise are carried out, you need to have a system in place to make sure you deliver. It may be as simple as an auto responder that sends the promised download references or an online calendar that alerts you to target dates you need to take action on. Perhaps you need e-mail alerts to tell you when someone takes action on your marketing message. Whatever the method, you need to have something in place to make sure you can deliver on your marketing promises.
3. Evaluate your deliverable. Take a look at your promises. Are you delivering what you are promising? If you say you are going to give an e-book to help people get book reviews in newspapers, does your e-book give instructions on how to do that or is it a commercial for another product/service with no practical instructions on getting your book reviewed? If you promise a daily newsletter, do you instead send out one once or twice a week? Do you promise updated information to a site you no longer maintain? If you see a discrepancy between the promise and the deliverable, then you need to change at least one of those.
Your trustworthiness is one of your greatest commodities. By carefully crafting your marketing messages and staying current on your deliverable, you will maintain that trust and make sure that if you promise someone a trip to Walmart, you can deliver.