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The Importance of 'Credible (believable) Authenticity' in Your Marketing!
Being authentic in today's marketing should be simple to accomplish. But the truth is, it's not so simple because today marketing is evolving faster than most marketers, especially for small cleaning services like ours, who have a difficult time keeping up.
Hyperbole, which is exaggeration or overstatement in marketing used to be considered normal. It even had a recognized term - "blowing smoke" - which is technically legal even though it's exaggerating to make your product or service look better than it actually is.
Today, with Google, Yelp & other online public review websites along with the fierce demand for honesty & transparency from today's consumer, your business must be more authentic than ever before.
Consider very carefully the following reasons that 'credible authenticity' in marketing is so important to your cleaning service business in today's marketplace.
Today's consumer demands that you're honest, authentic, and transparent. Today's "Generation Z" can follow you by using online public review websites where they can both find and leave reviews as well as tell their friends!
They also will really stop buying from you if they learn that you're not honest, treat others badly, or have not been transparent.
#2 - Authentic Honesty Is Always Best - and sooner, not later!
It may seem like an obvious thing to say that direct honesty is always better than fudging the truth by exaggerating the truth, or just out-and-out lying. But, that doesn't mean you have to be mean or nasty about the truth. For example, if someone asks you a question where telling the absolute truth could actually harm them, then try telling them the truth in a gentler way that is at least less harmful.
#3 - Authenticity Shows You Care
When you're a truly authentic person, you're comfortable with showing your feelings and that you care about people. This applies even when you don't know them. It will come through in your website sales pages, your FAQs, and when dealing directly with problems that your customers or prospects are having when they send or ask you a question. Caring shows through in your actions.
#4 - Authenticity Follows Through On Promises
When you're an authentic business person and owner, you'll always do what you said you'd do. If you said refunds with no questions for 90 days, you'll do exactly that. The thing is about these types of promises is that you'd think most people would not make them if they weren't going to do them, but often it's just a lie and they use fine print restrictions to bail them out. The other thing is that this kind of behavior will get around and can ruin your service business.
When you're authentic in your marketing and people learn that you are, they're going to tell others when buying your specialty cleaning services. This means that you're going to end up with a lot higher trust quotient than someone who oversold themselves and ended up with bad reviews. The "under-promise and over-deliver" method is something you should definitely look into in terms of your marketing.
#6 - Authentic Cleaning Businesses Will Always Be More Consistent
When you've developed an authentic, specialty cleaning service based on truth & caring for your customers and prospects, and what you do for them, it's going to be easier to be more consistent.
Being authentic is a must today. It's too risky to do anything else. There are companies that are failing every single day because word gets around that the business owner or commercials or marketing was not authentic. Today, you can find out anything online about anyone or any business. And if you're not truly authentic, your customers will find out.
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Upcoming Classes
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August 25, 2023
Jim Pemberton's
Pet & Family Friendly Cleaning & Odor Treatment Workshop
Join us for exciting new cleaning procedures and marketing concepts to fit our changed cleaning marketplace.
I'll be offering this class at our training center here in McKeesport, PA.
Click here for class details
