The truth behind marketing claims

As a veteran marketer, Scott MacFarland knows all about the temptation marketers face when trying to market their brand honestly, yet still get results.

It’s important to make your product seem unique, but still stop short of making false claims. MacFarland said, “At the heart of every marketer is someone who really wants to stretch the limit of what they can say or show to make the product or brand look better.” So how do you know how far to take it? That is the right question.

Customers these days are inundated in advertisements and they are more cynical than ever. Just because you claim something is so doesn’t mean they’ll believe it. And if you claim the product can do something it isn’t really up to, they’ll find out in a hurry and you’ll be worse off than before.

Be purpose driven

Alice Stein, the President of the American Marketing Association out of Boston had this suggestion for creating an atmosphere of trust and honesty to accompany your brand: “What makes authentic marketing unique is its foundational premise of creating perceived value in the hearts and minds of consumers. Brands that are perceived as authentic are driven by purpose not just revenues.”

What is your brand’s perceived value?

So instead of being tempted to make inflated claims in your advertising, figure out why your brand has value. For instance, people don’t buy name brand jeans because they’re any more durable than other jeans. In fact, many in-style jeans look half worn out already. People are really buying the status that goes along with being seen wearing those jeans. The purpose of such a jean company is not perceived as a money-making venture, customers are more likely attracted to it because they believe the brand wants to make them look good.

Media outlet credibility

When Nielsen performed a survey of consumers asking them to rank media outlets based on their credibility, people said word-of-mouth was most credible at 69%. This is an outlet brand marketers have no control over. Other outlets, including newspapers, direct mail, text messaging, blogs, magazines, branded entertainment, and taxi cab panels, received mostly scores in the 40s to 60s. Does this mean advertisers are mostly liars?

No, MacFarland didn’t think so, rather we said, “Customers are very savvy when it comes to marketing and they understand what sales and marketing really is. They don’t want to be sold. They want to make an informed decision themselves and expect authenticity from the brand.” He said people know when something seems too good to be true, it most likely is.

Source: Huffington Post

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