Is Your Marketing Glass Half Empty or Half Full?

August 21st 2019       Sally Ormond       copywriting, Marketing

Marketing attitude has a lot to do with how successful your business will be. 

Recently, I’ve had quite a bit of work done at home. Over the past few months, there have been umpteen trades coming and going working on my kitchen and garden. 

It’s been fascinating studying how they interact with me, their customer. And that got me thinking about marketing content and how it’s used.

Glass half empty

A couple of guys were very much in the glass half empty camp. 

Rather than solutions and ideas, they offered (in their eyes) insurmountable problems. One guy, in particular, stands out in my mind. He was working as part of a team, and every time a hitch happened (of which there were many), he would immediately point out what was wrong and why they couldn’t complete the job as initially planned.

Not helpful. 

But, his other two colleagues were different. In their eyes, a problem was an opportunity to find a solution that gave me what I wanted in the first place (or as near as possible). They never failed to find a way around the obstacles that sprung up in their way. 

To me, that’s fantastic customer service; I’m not interested in the problems, I want a great outcome.

Another trade was a plumber. The same thing occurred. It wasn’t the most straightforward job in the world that needed doing, and it was in a rather confined space. He did two jobs, and we ended up with two leaks. The first one he sorted quickly. The second, however, was a different matter.

It was apparent where the leak was coming from, but after being called back to look the response was that it was something to do with the new tap that was the problem, not his pipework. Therefore, it wasn’t his problem, and I had to call an engineer from the tap company out.

Once again, not at all helpful and I won’t be asking him back. 

Glass half full

As you can see, if your marketing is of the glass half empty type you’re going to have a tough time convincing people to work with you. 

A refreshing change came when I needed a team of electricians. I live in an old house, which meant our electric required upgrading. It was far from easy and fraught will all manner of potential problems. But the team never once complained.

Never once did they shake their heads, tut, or say anything was impossible. Quite the opposite; in their eyes, everything is possible; it was just a matter of finding the right solution for our situation.

Despite having to take carpets up, they completed the job with minimal disruption and cleaned up after themselves.

Yes, I will be asking them back. 

Be the one that says yes

Your marketing content and your customer service have to show you as a half glass full company.

Customers aren’t interested in what you can’t do. If there is a problem with a job, make sure you have a solution before talking to your customer. All they want to know is that you can help them achieve their goals. 

Creating content with a positive focus will instil trust and place you at the top of a potential client’s list of service providers. 

Make sure your marketing is glass half full by contacting Sally Ormond at Briar Copywriting.

Tags: copywriting, Marketing
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