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Ask Doris - Fake News

Ask Doris - Fake New - Marketing Doris

“Given the latest trend of fake news and ignoring of “facts” do you feel that I need to change the marketing message I am sending out to focus on other aspects of the product than anything scientific based” JB

Dear JB

Being topical and current with your marketing messages is appropriate and the right approach for many businesses. However, it isn’t recommended that you falsify information about your products or service as this would be in breach of Advertising Standards and Trading Standards.

Instead I would suggest that you:

  • Stick to the facts - and focus on the benefits of your products and services to your customers. Why should they buy from you? Is it solving an issue or problem they may have? Does it add value to them or their business? It’s worth remembering that what you consider to be the key features, may not be the ones that appeal to them. So do your research and take notice of your customer feedback.
  • Identify your audience – there could be more than one customer for your product and often the message will differ. For example, you mention scientific data, this may be required by Technical personnel to understand the finite detail, whereas business users may not need that type of information.
  • Use the right marketing vehicle – how are you communicating to your target market? If you don’t choose the right medium then they are unlikely to see the message, let alone respond to it.
  • Use the Fake News – if you are seeing incorrect information about your industry or product or service, then use the opportunity to set the record straight and position yourself as an expert in your area. 

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

To send your marketing question into Ask Doris - The Marketing Agony Aunt email info@marketingdoris.co.uk

Feedback:

Cygnet Group
Matthew Kimpton-Smith, Group Managing Director
"By January 2013 our Sales and Marketing functions had been ‘lumped together’ without any real distinction between the two disciplines, and without any specific marketing expertise within the business."
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