The old adage – honesty in the best policy – really holds true. In fact, many studies continue to corroborate that honesty enhances marketing strategy
I read a great article by Cintia Miranda, from Pulse Marketing in Bangor, ME. She said that no matter what your product or service is, you need to do what’s best for the customer. This will always reinforce your marketing impact.
According to Vocus, 77% of online shoppers base their purchase decisions on reviews from other customers. If website or Facebook visitors see glowing reports about your candid service or friendly, no-hassle interactions, they’ll more likely consider you as a reliable, trustworthy solution to their needs.
Have you ever decided to stop by a new store because you’ve heard ‘everyone’ buzzing about it? Studies have found that happy customers will tell 4-6 people about a positive brand experience. (Source: White House Office of Consumer Affairs). That’s an encouraging invitation for prospects who may not be familiar with what you have to offer – especially if they feel they’ll be ‘joining’ their peers by sharing the same experience.
It’s plain and simple. If visitors feel they know and trust your brand, they’re more likely to come back. Just a 10% increase in customer retention can result in a 30% increase in the value of your company. (Source: Bain & Co) It’s totally worth the effort to help customers become familiar and comfortable with your business.
Telling customers what they want to hear may seem like the safest, easiest way to close a sale. In the long run, though, customers are quick to see the real value they’re getting for their investment. Being vague or embellishing can often do more damage than good. Remember, you are starting them on their purchase journey.
If you truly want to enhance your marketing strategy, honesty is the best approach. Promise what you can deliver and deliver what you promise. That is a much more effective way to inspire your customers’ trust and loyalty.