Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

What Do Your Marketing Communications Reveal About You?

by Becky Carroll  |  
August 26, 2008

Do you really care about your customers? Your marketing communications tell the story—for better or for worse.

I have been a customer of a certain company for over 20 years. Yet, more often than not, I get seemingly great offers from them in the mail, but upon perusing the fine print I discover they are for "new customers only."

Other mailings I receive misspell my name, or they address me as "Dear Friend." Am I your friend?

Reflect back on the last three communications you received from a company with which you do business. What were they? Most likely, they were marketing pieces that someone at that company deemed important to send, such as an upsell, sales offer, or simply a bill or invoice. Now think about what you might have preferred to receive from that company. Acknowledgement of your longevity as a customer? A thank-you note? News that is important—to you?

Every touch from every department is marketing, whether or not the communicator has the official title of "marketer." Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs?

Consider what the following communications say about your company.

Bills and Invoices

A company can't not send bills and invoices to customers; they are a necessary part of doing business. However, when these are the only types of communications I see as a customer, I feel as if you only love me for my money. Well, do you?

Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Becky Carroll is president and founder of Petra Consulting Group ( Her blog is Customers Rock! (

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
5 rating(s)

Add a Comment


  • by lbraun Tue Aug 26, 2008 via web

    Thanks for the reminders! Great to share with all our staff.

  • by Lewis Green Tue Aug 26, 2008 via web

    Good post Becky. It's great to read you here.

  • by Becky Carroll Wed Aug 27, 2008 via web

    Lbraun, glad you found the article helpful enough to share with all of your staff. Although they are reminders, I find that many companies forget these "basics" as they scramble for new business.

    Lewis, thank you for the kind words. It is great to be here!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!