We don’t need to spend all our marketing effort seeking to write better content and better marketing blurb.
The best marketing that we can do is to provide a level of delivery of our service that inspires our customers to tell others how great it was, to write good things about us online and to come back again as a repeat customer.
Marketing is everything we do as an organisation and delivery of service is right at the top of the list.
After all, I have yet to read on anyone’s marketing content ‘we at XYZ Corporation are shit at…’ as we all say on our own marketing that ‘we are the best at…’.
However, when a customer writes ‘XYZ Corporation is the best at…’ then as potential customers of that service we believe it and are more likely to become customers.
That doesn’t mean that great marketing content isn’t important but if we create an expectation and do not delivery, then the payback will be there for all to see in an average or worse review online that stays for good no matter what our message says.
Delivery trumps content every time.