Marketing Is About Loving Your Customer

“Quality means doing it right when no one is looking.” ~Henry Ford
Do you cut corners in your products and services? Or do you make the honest effort to do it right even when no one is looking? You can’t expect perfection as that is an impossible goal for the imperfect people we are. The question is simply if you have done your best. Do you do the job right even if your customer or client may never know the difference?
Marketing with Integrity is about loving your customer. Develop a relationship with them. Advise them. Help them. Offer them products and services which will help them. Protect them from those who would take advantage of them. It isn’t about being the cheapest in the market, although you could make that your unique selling position.
It is really caring about the results your customers get from your products. If good service and quality require higher prices, then you’ll have to charge higher prices. Base your business on really helping solve your customer’s problems.
That shouldn’t just be a buzz phrase. Make it the truth to you and your business.
Employ educational selling. Tell your customers the whole story if necessary. Give them reasons why they should buy from you. Promote the benefits of your product or service. Have ads which tell a story of how your product has helped other customers and clients. Just make sure it is a true story!
Being honest doesn’t mean being boring.
It also doesn’t mean being bland. You can still have exciting benefit rich ad copy and true stories to sell you products. You have to use good salesmanship to bring in buyers. Just don’t use salesmanship as an excuse for lying or dishonesty. Employ educational selling. Tell your customers the whole story if necessary. Give them reasons why they should buy from you. Promote the benefits of your product or service. Have ads which tell a story of how your product has helped other customers and clients. Just make sure it is a true story!
If you truly love your customers, you won’t deceive them or trick them into buying something they shouldn’t. You won’t tell them this is the best price when it isn’t. You won’t make up fake stories to sell more items. You will do everything you can to help them make a right buying decision. You will give them all the information they need to make a wise decision.
You will show them how well your product will help their lives. Do your best to produce or find the absolute best product or service for your customer’s wants and needs. Tell them how your product will improve their lives. Use examples. Tell true stories.
Paint a picture of the results they can achieve through the product. Once someone buys, nurture and continue to care about them. Support and reinforce their buying decision by how you contact them. Then offer them other products and services which will benefit their lives. Don’t use integrity as an excuse to keep your products hidden and not show the full benefits of them to your customers.