Zero-G Creative

Where’s the beef?

Feb 26 2009

I once worked at a company where marketing communications was looked upon as “fluff.” Management looked at us to “spin” things in a way that made it appear as if our products had some sort of added soft benefit whether they did or not. Hey, it’s just “fluff” and it’s something we need to do to sell, right? And who cares if we’re writing checks we can’t really cash… No one actually expects the stuff they read about a product or service to be entirely true and free of creative embellishments, right?

In this economy, these types of transgressions and basic violations of trust with your customers and prospects just don’t fly. Now is the time for companies to really focus on creating true value for their constituents. Ways that you can save them time or money, ways that B2C firms can help their customers balance their lives at home, ways that B2B firms can contribute positively to their clients’ success.

Creating value in a down economy makes your company an easier choice for your customers to invest in; it makes you more indispensable to them and sets you apart from your competition.

Let’s face it, most products and services out there are commodities and there will always be someone out there willing to undercut you on price and there will always be someone willing to deliver faster. Trust and true value are much more difficult to replace.

Published by Erik Wolf under Branding, Sales, Small Business, Strategy