Uninspired marketing messages with “faux enthusiasm” could be overlooked as background noise.
When it comes to marketing messages, it shouldn’t be about the brand, its products, or even employees, rather it should focus on consumers’ stories. Crafting a good marketing message from the consumers’ perspective sets a tone for customer interaction, build brand awareness, and drive conversions.
Companies should avoid “Pro-forma” statements describing themselves, as it could come off as self-serving and condescending. Brands should avoid crafting and publishing self-referential marketing messages, particularly during a crisis as it could be deemed as insensitive and clueless.
Marketers should steer clear of from celebrating employees “risking death to keep you in business”, for it could cause a PR disaster if they vocalise their complaints. The author contends that the best marketing messages, in and beyond a crisis, are told from a customer’s viewpoint.
[3 minute read]