Cup of Joe: Do Your Customers Look Like Idiots?


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Flame-Resistant Sleepwear For Everyone In The Family.

Wow! Just wow! It seems to me that if you and your family were sleeping in a location that is especially conducive to catching on fire, then maybe, just maybe, you might want to find a new place to sleep. I mean I think finding new sleepwear would be the last thing on my list. But, for the hell of it, let’s assume that there’s a reason that your entire family is sleeping on top of a volcano.

So, now you are wearing your fire proof PJs and obviously from the image above, you are happy as hell! I mean there’s nothing finer than looking like a mashup between Little House On The Prairie and Bobo The Clown. However, while you might be impressed with your “Festive Red Candy Stripes” I am willing to bet that everyone else thinks you are crazy and is laughing at you. Because let’s face it, if anyone ever saw you in that getup above, they would think you were an idiot.

So, we all know that as a Marketing Pilgrim reader, you are way too smart to ever use a product that makes you look dumb. But, are your customers?

Businesses have an obligation to their customers not to make them look stupid. When someone buys a product or service they are putting their trust in a company. Part of that trust is that they will not look like an idiot. Which is why building amazing products is so important. You are probably thinking, well why would anyone willingly use or buy a product that makes them look stupid in the first place? Unfortunately, most customers that buy products that make them look stupid do so because they are completely oblivious.

I see this happen way too many times in the internet marketing space, and quite honestly it’s sad. There are too many companies that end up looking like idiots because the SEO firm they used didn’t know what they were doing and gave them bad consulting. There are tpo many companies, organizations, and individuals that look like idiots because their web designer didn’t apply proven design concepts to create a good web site. There are too many marketing professionals that end up looking like idiots because they rely on tool sets and data that is just plain wrong.

How to make your customer look good:

  • Be transparent with everything you do for your customer. Help them see the full picture so they can make their own decisions.
  • Provide excellent raw data. This means that along with metrics make sure they are also getting everything that went into those metrics, even if that means a thousand line spreadsheet.
  • Continue to support your product. Too often users will begin to use a product only to find out 6 months later, that the company they bought from no longer supports the product.
  • Educate your customer at every step of the way through the buying and using process.
  • Quite simply provide an outstanding product that everyone wants.

In the end you have an obligation to your customers and yourself to not make anyone look like an idiot. Otherwise you will start to receive the type of word of mouth marketing, that no one wants!

  • PC

    I just had a brainstorm. Introducing….lightning proof golf clothing and hats

  • WhoYouKiddin999

    Sorry Joe, but it is perhaps thee who looketh the fool on this one. Yes the garb is comically Prairie-like in style (especially the bonnets), I’ll grant you that.

    But it’s not a flammable house per se that is the problem (i.e. your volcano), it’s exposure to fire from kids playing with matches or lighters and kitchen, fireplace or bonfire accidents in which clothing ignites.

    (And yes, the flame retardant chemicals present their own issues – see below. And no, I’m not a shill for the pajama industry nor for the society of ugly-prairie-style-clothing-designers nor for the association of dept. store buyers of outdated and obsolete merchandise or any other related-conflict-of-interest-industry-or-group-you-can-think-of.)

    Over half the deaths were to kids who were asleep at the time of the fire. Almost half were under the age of 5. Almost a quarter of the injuries are to kids too young to take action and most injuries from fire occur in the months of Dec. and Jan. – just when you’d be likely to wear pajama garb akin to that pictured on that (or another) page in the catalog.

    Consider these facts about child deaths related to fire (granted stats are from 2001 and may have changed — or not).

    Source: http://www.usfa.dhs.gov/downloads/pdf/statistics/v1i17-508.pdf

    Child Fire Casualties

    FINDINGS

    Fires and related burns are the third leading cause of unintentional in-juries to children.

    Each year, an average of 3,650 children age 14 or younger are injured or killed in residential fires.

    Forty percent of these casualties are under the age of five.

    Children playing fires are the leading cause of child fire casualties. The younger the child, the more likely child play was involved in the start of the fire. In short, when children play with fire, they tend to hurt or kill themselves.

    Mattresses, bedding, clothing not being worn, curtains, and other “soft goods” are the primary materials first ignited in fires that result in child casualties.

    Approximately 64 percent of children who are killed by fire in residential structures are asleep at the time the fire ignites. Twenty-two percent are classified as “too young to act,” which implies that the child did not understand what was happening around him or her and probably did not take meaningful action to escape the fire.

    WHAT GETS IGNITED?
    In one-quarter of fires involving child casualties (injuries and fatalities), the leading materials ignited are soft goods (including mattresses, bedding, clothing, curtains, and other fabric). Cooking materials are ignited in 11 percent and upholstered furniture is in-fueled 8 percent of the time.

    TIME OF YEAR
    As shown in Figure 4, similar to the trends seen in adult fire casualties, peak months for child casualties are December and January.

    Flame retardant issues
    http://www.google.com/search?hl=en&source=hp&q=allergic+reaction+of+flame+retardant+childrens+pajamas&aq=f&aqi=&aql=&oq=&gs_rfai=Ctumpf2roTJ7ZDKrMywTw78zoDgAAAKoEBU_Q_xrL

    • http://joehall.me/ Joe Hall

      Wow, I didn’t expect this response! Why didn’t you sign your extremely well informed response with a real name?

    • http://www.marketingpilgrim.com Andy Beal

      Any death is sad, but I think you missed the entire point of Joe’s article.

  • http://www.sandwatertable.info table

    well really nice tips.many times it happen that consumer thinks he /she is aware of things but in reality he is not

  • http://www.awebguy.com Mark Aaron Murnahan

    I have been screaming this for a long time. I often find myself running “cleanup” behind the marketing circus. It is shocking how many companies look to saving money as more important than earning money.