Are you Advertising ..to Drive Away your Customers?

Ever been hooked and been delivered a dud?

If so, you’re not alone. Many companies market a great product or offer, but their service is so bad that customers end up leaving. 

And when it’s bad enough, customers not only leave, but also tell their friends to avoid the company at all costs..

If you make this mistake, you’re shooting yourself in the foot, because you’re alienating your good customers and making sure they tell others to avoid you at all costs. .

In this messed up reality, you’re killing twelve birds with one stone.

Which is great if you want to kamikaze your business into the ground as fast as possible…

… but not so great if you want to scale and grow your business.


When you grow your business through marketing you must ensure two key factors are in place:

  1. You can deliver what you promise in a superior and unique way.
  2. Your prospects will listen and care to hear what you have to say.

If either of these two fail, your customers will at best ignore you, and at worst they will cancel you. They will then encourage others to do the same…


A great example is something I experienced over the weekend.

Over the last couple years, we’ve bought a lot of stuff for our baby and toddler daughters at a specific baby store. They weren’t the cheapest, but we liked their quality and philosophy. We didn’t mind paying up for both.

Two weeks ago they started sending us emails that made our curiosity go through the roof.

First Email: “Big announcement coming soon!!!! Check your email over the next few days..”

“Third Email: “First ever warehouse sale coming… Friday 3 pm.. “

We needed a travel pram.. and a couple of other items for our summer. 


This email was perfect timing!


If these guys were having their first ever warehouse sale… then it must be special… let’s wait and see what they have…

We put off our purchases and waited…

Then the big day arrived…

We rearranged our schedules to go together with the kids at 3 pm…

We arrived…

The Parking lot was full, so we parked across the street…

The sun was strong… heat outside felt at least 45 – 50 Celsius (113 – 122 Fahrenheit).

Squinting our eyes … we carried the two kids and shielded them from the sun.

Sweating… we made our way inside… the clock read 3:03 PM ..

……

At 3:06 PM we left the store…

Our Impressions:

  • The company looks like it’s going down the drain.
  • Warehouse sale was in a Covid Room – ideal for passing along any communicable disease.
  • The 70s sitcom Sanford and Son had become a reality

More importantly.. 3 minutes of a sub-par experience destroyed 3+ years of branding…


And yesterday we ended up buying what we wanted from their competitors…


Will we go back? Doubtful…


What made this so dramatic was the email marketing campaign.

It highlighted the danger of over promising and under delivering.

It also highlighted the danger of blindly borrowing tactics from “experts”.

Their marketing was effective. Great sequence of emails to arouse our curiosity and get us into the store…

Which made the experience in the store so toxic… it not only under-delivered, but failed miserably…


.. It wasn’t the staff – they were polite and courteous…


It was the overall environment … the Customer Experience.


Which brings me back to scaling your business.

Scaling your business with successful marketing and execution gives you the fuel to invest in improving both. It makes you stand out even more. It makes your customers ambassadors.

It lets you build a business that can thrive without you…

But you have to scale with the strategies and tactics that fit you and your unique business.

Ignore that… and you might also end up with a warehouse sale for zombies…

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