Marketing Lesson # 2: Promotion or Deception?

I have this client.... ok, I know they all start like that; "I have this client", "I have this friend", but really, I do!.... So. I have this client, they have a fantastic proposition. It's a guest house in Sri Lanka. There, I've said it, now those of you who've kept up with my ramblings on various sites will know who I'm talking about! Anyway, this guest house is A-MAZING. It's set in a beautiful location, newly built. It has it's own rice paddy next door and a wonderful chef who has trained in hotels in the Middle East.

However, when I first started working with them, the owners, (who are lovely lovely people) lacked the confidence in themselves and their product to promote it. They kept saying that the bedrooms weren't quite finished yet (as in, they didn't have a headboard over the bed!) and they didn't have a swimming pool. All valid points, but I pointed out to them that, with any marketing, it is important to play up your good points and play down the... other points!

I have found, when talking to people about marketing themselves, that this is not an uncommon reaction, to be honest. Especially with small or micro businesses. I think it has something to do with good, honest people hearing horror stories about people who have been ripped off by cowboys and their desperation not be be seen like that by potential customers. Of course, on the other hand, there are also a lot of companies out there who spend hundreds, thousands or even millions on marketing and claim to be this or that and then do not deliver on their promises. This just leaves customers feeling disappointed that they have bought into the company on an understanding of a quality that does not, ultimately, exist.

"So," I hear you cry, "You're the Marketeer Extraordinaire, what's your advice then?!"

Well. It's quite simple. You have to get a balance between 'promotion' and 'deception'. Sure, you can say that you grow organic rice in your own rice paddy if it's true, but you can't say that you have spacious air conditioned rooms all overlooking the swimming pool if you don't! But you CAN say you have spacious rooms. Doesn't matter if you might think they aren't as spacious as the Joe Bloggs 5-star hotel up the road, they are spacious to you (as long as you can swing more than a cat in them!). If in doubt, don't mention the size of the bedrooms at all, just say that the bedrooms all have access to the veranda which overlooks the beautiful gardens, if they do... or whatever they have, but the point is, make a big deal out of these points - they are your USP!

Also, when it comes to delivering on promises, never give unrealistic timescales in your marketing materials. For example, I once contacted a company with one of those callback facilities that PROMISED a callback within 24 hours. 3 days later I got a call back. When I commented on this to the lady who eventually called me (trying not to be too stroppy, after all, it's not her fault!), she was unaware that this was the promise on the website. So really, there are actually two messages there; not only should you not promise anything you cannot deliver on, but you should also ensure, if you want to promise on it, that you communicate it to your employees.

I think the main points to remember are; your company may or may not be as great as your competitors, but it is the way you position it, how you upsell your good points and the promises you make AS WELL as ensuring your message is upheld throughout your company that will encourage people to do business with you. Also, don't tell someone you're the absolute number one at something unless you can prove it - that, my friends, I would consider as 'deception'.

Lesson over for today. Of course, if anyone needs any help unravelling all this, I am, as always, here to help! :-)

PS Just so you can all see what I'm talking about, please visit the Bougan Villa website! All promotion and no deception, I promise!!