Recently I was at the Apple store to experience the new iPad. I asked an Apple genius why should I buy the new iPad instead it’s older and now cheaper sibling (iPad 2). Here is what our converstation was like:
Genius “It has a really awesome display”
Me “I just played with the both of them – but, somehow I cant notice any difference between the two. Can you show me something that will help me notice the improved display”
Genius “It might be only visible if you are seeing picture at a very high zoom for most apps you wont notice much difference”
Me “For high resolution picture I usually prefer to see it on a larger monitor TV. What about the camera?”
Genius “Yeah it’s a improved camera compared to the older iPad”
Me “Camera is a not a very big usecase for me – for example I dont expect to be carrying around a tablet to take my kids picture – I have a smartphone for that”
Genius “Yeah your right – it’s probably not very used. But, It a good to have for some people”
I was expecting the apple genius to passionately show and tell me why the new iPad was awesome compared to the older one. But, it simply dint happen.
It’s important for a marketing message to be factually right. However, it’s more important for the message to be ‘authentic’. You can never control when a customers first impressions of your product or brand is formed. Hence, it absolutely imperative that your employees (esp. the ones that interact with the customers) to first firmly deeply believe that the product’s marketing pitch. Then each and every contact with a customer will authentically resonate the message and the customer will eventually tell himself the same story and start believing in your message. Both you & your customer win!