Tuesday, March 30, 2010
Honesty and Trust
There are two schools of marketing. One relies on sleight of hand and gimmicks (“You are guaranteed to win one of the prizes”), while the other relies on honesty, trust and relationship building. I endorse the second option.
Building a Tribe
Every week I buy soup or baked goods from Michelle (Wild Serendipity Foods) at the Saskatoon Farmers’ Market. Her soups are consistently tasty with a bit of zing. So even when she introduces a new flavour – dill pickle, and I hate dill pickles! – I give it a try. And, surprise surprise, I’ve now added dill pickle soup to my list of favourites.
I just spent $80 on tea from Camellia Sinensis. That’s a lot of money for something I could buy much more cheaply at the supermarket. But they sell excellent tea, and their blog has introduced me to their farmers in India, China and Taiwan. They include a personal note of thanks with every purchase and are happy to answer email inquiries.
I’m a loyal customer. I provide regular repeat business, and I spread the word. That’s the value of honest marketing.