Is it that the product is pretending to be something it’s not? (i.e. claiming to be a luxury hotel when clearly it can’t deliver).

Or is it that the brand doesn’t really understand the specific needs of the target audience? (making sure the towels by the pool are luxuriously fluffy, when the customers are business travelers who just want a 24-hour business concierge as their “luxury”?).

Or perhaps is it that the product tried hard but a few unintentional glitches became high-profile news that thus became part of the brand story?

Looking at *why* the disconnect happened will allow you to take the best, most appropriate action, be it changing the messaging (perception) or changing the product (experience).

If you truly have a product you believe in but your audience doesn’t, look at perception. But if you are telling people to believe in a product that isn’t working, change the product.

Lisa Hickeys last blog post..lisahickey: RT @smashadv Any writer can hack together a sales appeal. Copywriters, however, focus on convincing a single person of a big idea.

Is it that the product is pretending to be something it’s not? (i.e. claiming to be a luxury hotel when clearly it can’t deliver).

Or is it that the brand doesn’t really understand the specific needs of the target audience? (making sure the towels by the pool are luxuriously fluffy, when the customers are business travelers who just want a 24-hour business concierge as their “luxury”?).

Or perhaps is it that the product tried hard but a few unintentional glitches became high-profile news that thus became part of the brand story?

Looking at *why* the disconnect happened will allow you to take the best, most appropriate action, be it changing the messaging (perception) or changing the product (experience).

If you truly have a product you believe in but your audience doesn’t, look at perception. But if you are telling people to believe in a product that isn’t working, change the product.

Lisa Hickeys last blog post..lisahickey: RT @smashadv Any writer can hack together a sales appeal. Copywriters, however, focus on convincing a single person of a big idea.

Although we can certainly amend our customers’ perception of us as business owners, at times the level of expectation is also absurdly high.

We’ve positioned ourselves in a world that allows everyone an instant voice – blogging, Twitter, Youtube, etc.

Yet just because a customer now has more methods of opining, that doesn’t mean that their voice will always be right. We have to make sure it’s not just griping for griping’s sake.

Danny Browns last blog post..Closing Down for Earth Hour