Savvy Marketing; A Cautionary Tale

I had an experience recently that got me to thinking about what is and is not savvy marketing.
Man frowning at mail.
Man frowning at mail.

I bought a product from a marketer who sold the product with a snazzy video a month before he promised to deliver.  He used all the tools of copywriting – scarcity, the right solution for my problem — to convince me that I needed to act fast!

His video was so powerful, I just had to buy the product. Then, I waited full of anticipation for a month, only to find myself disappointed with the product he delivered. That was not a good example of savvy marketing on his part.

I had a whole month to build expectations and excitement for his product. But it only took a minute to disappoint me. And the more I reflect back on this experience, I am convinced this was not the best way to market a product. For my part, I will never again pay cold, hard cash a month before a product is to be delivered.

Nothing is that good. The chances are too great that the product will not live up to the hype.

Furthermore, I felt as though I was funding this marketer’s cash flow? Why did he need to collect money for a product 30 full days before he was ready to deliver it. The more I thought about this, the more foolish I felt for falling into his trap.

Buyer’s Remorse

As a marketer, this is not the type of buyer’s remorse you want to inspire in your customers. Your goal should be to under-promise and over deliver. You want your product to wow the customer even more than the snazzy video you use to sell it.  And in my mind this marketer failed on all counts.

So keep this example in mind when you create your next product. To succeed, the whole buying process needs to be a pleasant one for your customer. If what you deliver fails to live up to what you promised, the customer will walk away unhappy and they may write a blog post like this one.