If content marketing and social media is all about being open, how do I act when some parts of my business are not perfect ?
Isn’t content marketing about showing that you understand the business of your customers, and helping them to better understand what your products or services mean to their business ?
But if you are fully open and honest about your offering, doesn’t that show your imperfections?
Won’t that show your weaknesses?
The chance is high that at a certain moment you bump into a weak point in your offering.
What do you do ? You try to hide it ? Or do you try to “bend the truth” ?
The effect of hiding imperfections
If you hide your imperfections or weaknesses, 2 things can happen :
- Customers buy your products, and because you didn’t inform them enough, they are disappointed about what they’ve bought. You’ve just harmed your brand.
- Customers see your weaknesses, and assume you don’t have an answer to the competition. This weakens your position, and as such it weakens your brand.
How to act?
Competitor attacks, product weaknesses, product issues, customer service issues, … all these can be your imperfections.