Avoid Hypocrisy In Your Marketing
Some time ago a recognized author spoke about the inability of some companies to recognize what their business really was, based on the product or service instead of the needs of the customers that it satisfied. This is how railroad companies in the United States believed that their business was training when it really was transportation. By suffering from myopia in marketing, technological innovations or a high rivalry of competition can leave the company out of the market.
So we can also call a hypocrisy of marketing to the lack of a purpose in the company that leads to serving its customers in an authentic manner and not to the simple diffusion of proselytizing messages to capture a sale or sell the illusion of a good service, that is not supported in an operation oriented to it.
If you want to avoid that your company suffers from the “hypocrisy of marketing” I suggest you take the following actions
Focus on the needs of your client and not on your products (this is nothing other than avoiding marketing myopia).
This is the first step: to know the client. Lean on market research, but also watch.
Define a clear purpose for your company: why serve customers The purpose is the meaning of the existence of the company, its reason for being. It is obvious that all companies must generate income to be viable, but the purpose goes beyond that. It must be inspiring.
climateweeknyc: Write about the environment
Cargill: Improve the standard of living around the world.
Disney: Making people happy
3M: Solve problems without a solution in an innovative way.
Share the purpose inside and outside the organization: collaborators, suppliers, customers, etc.
The purpose must be part of the DNA of the company and for this, its collaborators must know it and even participate in its definition. But this purpose must also be shared with the rest of the world.
The truly sustainable company is one that meets the needs not only of its shareholders but also of its employees, customers, suppliers, and society as a whole. We are part of a whole.