Why is consumer trust of marketers at an all-time low?
Because, in part, of crap like this.
The photo is of a piece of direct mail I recently received. There can’t possibly be a “STATEMENT ENCLOSED,” because I don’t do business with this organization.
What was inside, as you probably guessed, was a promotional offer. Nothing more.
Yes, it’s a fairly minor infraction. On the Dirty Marketing Spectrum of fuzzy language, half-truths and blatant falsehoods, it’s to the left. We’re not talking Theranos here.
Still, the sender opted to open the conversation with a lie.
And every time we make the choice to deceive, we erode trust.
Marketers, we can do better. And if we want people to trust us, we have to.
About Matthew Fenton: Matthew helps challenger brands to focus, grow and win. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He’s based near Portland, in Oregon wine country.
Copyright 2018 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.
