Marketing: More than the Razzle-Dazzle

Often when I work with my clients their focus is on the flashy tactical tools, jargon, and outward visual image of their business.

"I need to add more bling to our brochure..."

"How do I up-the-ante of our presentation?"

"Our competitor has a new, high-tech website. We need to catch up. Help!"

In business and especially in marketing, it is easy to get caught up in the hype and perception of worth contained in the "Razzle-Dazzle" of glitzy materials and flamboyant sales pitches. We have all watched brilliant commercials, touched magnificent pieces of print material, and felt the intrigue after experiencing entertaining and engaging marketing. What happens next?

I'd argue that the majority of the time we are left feeling disappointed. When we pull back the curtain, we too often find a business that struggles to live up to the hype. When the girl removes all the lipstick and mascara and puts on her sweat pants, is she just as enchanting?

What if instead we focus on the depth and delivery of relationship and customer experience? That is what long term success is made of. Instead of focussing solely on how to attract and impress the consumer, we need to focus more on what we can give, what we can learn, and how we can grow. In doing so, we can't help but succeed.

The razzle-dazzle then creates itself. This time, it's not fabricated by the ad-man from sequins, artificial highlights, and fake eye-lashes, but from the authentic delivery of a remarkable client experience and heart felt relationships built on trust and understanding.