I DO Know How to Multiply

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Helping my daughter move recently, we stopped for a U-Haul truck and supplies.

U-Haul stores seemingly contain every kind of shipping item one could possibly wish to rent or purchase. Obviously, boxes are big sellers.

A large sign hung from the ceiling offering Extra Large Boxes for $2.37 each. Below the price was the offer “Bundle of 10 only $23.70. Save $1.20.”

Obviously, encouraging your clientele to buy more while they’re in the proper frame of mind maximizes company revenues while minimizing customer inconvenience.

And admittedly, my math skills aren’t strong…but if $2.37 x 10 = $23.70, where does the $1.20 savings come from?

The cynic in me looks at U-Haul’s bad math and wonders whether their marketing people are dishonest or stupid. The Latin warning “Caveat Emptor” (Let The Buyer Beware) jumps to mind.

Fortunately, my daughter’s move went without a hitch (sorry…I couldn’t resist). However, the entire experience made me wonder: if they’re either dishonest or stupid, is this really a company I should do business with again?

Perhaps our population’s lack of critical thinking ability is at fault. Many people see something in print or online and automatically assume it’s true. This confirms P.T. Barnum’s observation; “There’s a sucker born every minute.”

Everyone wants to sell you something, be it a car, an opinion, or a message. Their arguments won’t always add up.

Still, I’m old-fashioned enough to believe that offering reliable service, fair pricing, and straight talk are still the best way to get repeat business from your customers. I’ll argue every time for legitimate testimonials, publicity without outlandish statements, and honest communications.

Bringing it all down to this; the business world is a challenging place under the best of circumstances. Cynical customers, cutthroat competition, high costs, staffing challenges, and government regulations can all get in the way of running a profitable business.

Having poor messaging potentially calling your company’s integrity or intelligence into question doesn’t help your cause, no matter how you slice it.

Meaning no matter how rushed you are to get your messaging out the door, you must take an extra minute to see if it makes sense. Because, as my Mom always said, there’s never enough time to do it…but always enough time to do it over when it’s wrong.

With that said, I wish you a week of profitable marketing.

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b2c marketing, corporate messaging, customer relations, sales promotion, strategic planningRob WeinbergMBT Consultingask mr. marketing, carlsbad rotary, carlsbad marketing consultant, carlsbad Rotary, carlsbad chamber of commerce, rancho bernardo marketing consultant, rancho bernardo news, rancho bernardo sunrise rotary, rancho bernardo, poway chamber of commerce, poway marketing consultant, poway chieftain, san diego, san diego north chamber of commerce, san diego union tribune, pomerado newspapers, U-Haul, uhaul, sales promotion, saes, Customer relations, customer relationships, caveat emptor, PT Barnum, marketing, mr. marketing, mister marketing, ask mister marketing, Marketing strategy, marketing consultant, marketing communications, marketing advice, marketing plan, consumer marketingComment