Canadian Marketing Stinks

The Financial Post had an interesting article recently that talked about the ‘brand image’ of countries.

Canada ranked 3rd. The UK 1st, Germany 2nd and Iran last.

I’m not going to go in to the details of the article (if you’re interested you can find it in the Saturday Sept. 22, 2007 issue)…what I do want to do is explore the underlying problem with ‘Brand Canada’.

That is…the majority of Canadian marketing stinks.

Before you fire me off an email and declare me a traitor…let me explain why this is the case.

In short…we’re too nice. Is that possible, you ask? Is there such a thing as being too nice?

When it comes to marketing, you bet. Author Andrea Mandel-Campbell hits the mark when writing “Canadians are not aggressive enough.”

Somewhere along the way…Canadians were taught that being aggressive is plain rude and wrong. Well, in some situations it definitely is…and I’m not recommending you walk around making demands right, left and center until you get what you want…even if you don’t deserve it.

While I agree with Mandel-Campbell’s notion of Canadians being ‘too nice’ in business I think the choice of vocabulary is off.

What most Canadian marketing lacks isn’t aggression…it’s persistence.

When it comes to getting your customers attention and having them take action…persistence is the key that unlocks all doors.

The article goes on to give a great example: Most Canadian marketers will call on their prospect once or twice (and if they are told No will give up), American marketers will call again and again until they get what they want.

And it’s not just with calls…but with direct mail, advertisements and other marketing communications.

Does the American approach seem too aggressive? Some will surely say, YES.

But in business if the wrong approach works…it becomes the right approach — the money-making and profitable approach. Hey, as long as it is ethical who can argue with that?

So what should Canadians do to achieve the same results…to stay competitive yet feel comfortable being persistent? The answer is value.

If what you have to offer provides value to your prospect or customer…if they would benefit from what you have to offer…then it is your right, no, your duty, to make sure your prospect fully understands what you are offering them and why they should care.

Each and every one of your marketing messages needs to communicate what makes your product unique and how your prospect will value from it.

If your case is strong and you’re confident that your product is packed with value…then don’t give up after one or two communications. It can take up to 7 or 8 communications before you turn a prospect into a customer.

It’s sad to see Canadian marketers giving up, packing it in, and proclaiming failure after only a couple of tries.

Your marketing doesn’t need to be a hyped up pitch — and it really shouldn’t be. No one wants to read that, right?

Use your marketing to educate and provide value…and your prospects and customers won’t find it offensive and aggressive...they will invite it and come to trust it.

So while they may not by from you right away…they will see you as an authority (through your constant communication) and when they become ready to buy…you’ll be at the top of their list.

Regardless of what you are doing…and regardless of your industry…don’t give up. Be persistent, educate and provide value.

It not only is the right approach - it works!

To your success,

Michael Zipursky