Though it might run contrary to traditional views of marketing, honesty in your content marketing is an essential part of creating content that will work for your audience. Building faith in your product and your business, honest content marketing will help you create better and more productive relationships with your customers. In todays article, I look at four ways that honest communication creates better content.
1) Genuine passion matters
This is a point I’ve raised before, but it has particular relevance to the topic and it’s always worth re-stating. Your customers know what matters to them, and they care about the problems that your product solves. That means they can tell almost instantly if you don’t have passion for what you are discussing in your content marketing. Content needs to come from subjects you care about. Don’t try to fake an interest in something just because you think it’s the latest hot topic. If you don’t care about the topic, either avoid it, or tap someone who does care about it to create content around the topic for you.
2) Nobody wants to be lied to
A good relationship with your customers is something that takes time and effort to build, and it can be undone in an instant if they find out that you have lied to them or obscured information. If you know that there will be an issue that will change something you have already promoted, whether that’s changes in services, reductions in product lines or changes in pricing, be honest with your customers, apologise and let them know what is happening. Honesty up front can help prevent serious damage to your reputation down the line.
3) Admit who you’re not for
No product or service on this planet is right for everyone. You’ve already narrowed down your market by identifying the demographics and customer profiles that match who buys your product. You can further hone your market by being honest about what your product does and doesn’t do, and which problems it can’t solve as well as what it can. Admitting this up-front might narrow your customer base, but it also means you reduce the risk of alienating customers who would be unsatisfied with your product. A customer who knows one product isn’t right for them might come back later if you add a product that meets their needs; a disappointed customer is probably lost to you forever.
4) Own your issues
Just as no product is for everyone, it’s also true that no product is perfect. In all probability, however good they are, it’s likely that your products and services have some areas they’re weak in. Again, being honest about these points means that you avoid potential customer disappointment, and providing a roadmap for when you might overcome those issues means that your customers know what they can expect from you in the future.
Honesty about the reality of your business doesn’t just mean better customer relations; it also helps you stand apart from your competitors in a crowded market and build a reputation as a company that consumers can trust.
If you want to build customer relations that will drive your business forwards, John Rowbottom Design and Marketing can help. Visit us at jrdm.com.au to see what we can do for you.