Attraction lies in appearance, truth lies in content, and efficient marketing knows that

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Something is worth what it seems. We are in a society where superficiality, for many reasons, really prevails over what transcends, over what matters to achieve satisfaction. Marketing must be the great tool that is on the side of the customer so that he is not disappointed.

On social media, the life we ​​would like to have is shown, events are created to show the best shapes with a goal, the good-looking have more opportunities than the ugly, the well-dressed have greater credibility than those who do not stand out in this aspect, the headlines are basically read in the press without going into the content on most occasions, political correctness prevails over what we think, campaigns are carried out where the appearance of what we offer is shown or highlighted hoping that it will be acquired just for this, in short, we are increasingly more in the world of appearance, where the content is losing validity more often than recommended.

With these elements, marketing is in serious danger, and that is that it focuses its priority on the superficiality of what it offers, that is, the authorization to promote the marketing of lies, deception and lack of truth, all of which go against the fundamental principle that feeds this discipline, achieving customer satisfaction.

In fact, marketing is becoming more prevalent where influencers all india phone number determine trends simply because that influencer proclaims it, where Twitter establishes what to talk about or what not to, where fake news can alter elections, where viral is good simply because it is viral, in the fight for everything for the Like, all of these are symptoms of a marketing that does not think about the customer, but rather imposes on the customer that they must take it as their own.

Obviously this contradicts what many professionals defend so much, that marketing has to work to fulfill its mission, which is none other than to treat each customer as unique and different to achieve their satisfaction, make them happy or to meet their expectations, call it what you want. As long as marketing departments think and act like sales departments, our commercial behaviour will be directed towards increasing these sales without taking anything else into account and, as I have already said, this is a danger due to the large number of bad sales that will be produced, the brand being discredited and the reduction not only of sales but of commercial profitability.

Marketing, although we may not believe it, is really effective when we put it on the side of the client, not the company. Selling must be the consequence of this.

Of course, the appearance of things, products, services or offers is important, a value without a doubt in commercialization and for marketing, what I am saying is that marketing cannot be subordinated only to this, because the great value of the offer is in its content, not only in what it seems to be. Marketing must be able to satisfy the client in their desires and expectations with the appearance (this is a fundamental variable that does not determine the highest % of sales, but it does capture the attention or interest of the client), but above all with the content of the offer that we make to the market.

I do not know of any brand of great prestige and level of loyalty, where the appearance of what it offers prevails over what the client really obtains. Marketing must enhance the appearance of the offer, but above all it must guarantee the value of what that offer contains, thus, and only thus, the brand will gain credibility, trust among its clients, loyalty, and above all a high value and reputation, which is what fills the coffers of companies. Appearance is very important, but the "truth" to meet expectations is in what the customer gets, in how he is treated, attended to, how the purchase works, how satisfied he is with the purchase, how that purchase is valued by the people who matter to him, in other words, in the content of the offer.


Focusing on enhancing the appearance of the offer without keeping in mind that the content of this has to be up to the expectations it generates is smoke and mirrors marketing. Working on appearance is always much easier for the company than providing a differentiating and valuable content for the customer in the offer, but that is where the brand value lies.

Appearance is all well and good and should be worked on with great seriousness and perseverance, but this is only what attracts attention and draws customers closer; it is the content of what we offer that makes them stay and be won over by the brand. Marketing must be designed and given the role of guaranteeing that we are not only offering something that seems interesting, but that if they buy our offer, they will experience that it is indeed interesting. We must work on appearance as a creator of expectations that we must then meet or exceed with the content of our offer.