How Much Do Clients Need to Know about You?

From: Adrienne Kramer <ASKMGMT_at_aol.com>
Date: Wed 17 Sep 2003 09:09:28 -0500

Jeremy Stetson and Rob Frankel conversed:

> That's a REAL brand problem. Here you are asking people for their
> patronage, but you don't reveal enough about yourself. Not a great
> way to establish trust.
>
> >Would listing a vague geographic location (the greater metropolitan area)
> >help at all? Or is it just a matter of sprucing up the website with
> >testimonials, image-related visuals, and developing a good reputation?
> >Say, what about listing some sort of stamp of approval from some
> >accredited association of online business (if there is one)?
>
> What are you so worried about?

This is an interesting issue. As a classical brand marketer, one wants to
get across as much factual information as possible. Conversely, as an image
marketer, obvious withholding of information creates an intangible "je ne
said quoi" that draws people to it. For example, Chanel vamp nail polish
was a bizarre color when introduced to the color palette. Once Madonna wore
it, it became the most sought after color. Implied endorsement is far more
powerful in image marketing than hard core facts about office locations,
etc.

That said, Jeremy has gotten an earful on things he needs to do for his
site. Hopefully he has some guidance on establishing his unique selling
proposition, a page out of the classical branding and then employing the
proper techniques for an image site.

Adrienne Kramer
Lotions & Potions




Received on Wed Sep 17 2003 - 09:09:28 CDT