While brushing my teeth this morning I rediscovered why most marketing doesn’t work.
And when messages are meaningless all they do is add to the communications clutter we all face every day.
Here’s what happened this morning.
I’m just about out of toothpaste. So, rather than buy more, I squeeze and flatten the toothpaste tube with even more force. I like to get every last drop out of it.
As I’m pressuring my almost dead toothpaste tube to give up one more blob of goo, I notice a little message printed on the tube:
What does that mean?
I know it’s supposed to make me feel good about using this brand of toothpaste, but what does it really mean?
Nothing. It’s an empty statement.
That got me thinking of what other statements I might find on other consumer products in our home.
From our dish detergent:
Huh? This one is so cryptic it’s not even funny. I have no clue what this means.
On our trash bags:
How to the words “color” and “scents” go together? And, in the context of trash bags, why should I care?
Way too many companies spit out too many marketing messages like this that mean nothing. And because they mean nothing they add no value to the customer experience.
I understand that some marketing professionals think these vacuous little quips will make us feel all warm and fuzzy about their products. But they don’t.
At best, they’re ignored. At worst, they’re laughed at.
But what’s really bad is that they add to the already too-large pile of communications clutter we all have to deal with every day.
And it’s not just large consumer-products companies that do this. Companies of all sizes blast us with meaningless, value-less tag lines and catch phrases that do nothing to help us get more from their products or services. They do nothing to enhance or improve the customer experience.
Therein lies the big problem.
As a business, you serve your customers. You serve them in many ways. Everything you do should be focused on helping them do two things:
1. Make the best buying decision as it relates to your product or service.
2. Get the best experience as they use your product or service.
If you want happy customers and a profitable business, you need to focus everything you have on these two goals.
Doing anything else is a waste of your time, energy and money.
Forget the cute, empty little marketing quips. They don’t help you get or keep more customers.
Focus everything on what your customers want and need. Help them get what they want.
Do this and you’ll have more customers than you’ll know what to do with!