This morning I stopped like I always do to pick up doughnuts for work. Today, I decided to ask the employee if I could get nutritional information regarding their doughnuts. The employee looked at me and said the following,
” I can show you the nutritional information if you have time, but I can’t give you any information to take with you!”
If you heard these words, what would your first reaction be? More questions start racing through my head.
- Did I ask a really tough question?
- Aren’t most people concerned about their diets the first week of a new year?
- Why is this information so secretive?
- Are they hiding something?
The next place I stopped at was a national restaurant that sold bagels. I looked up at their menu and every single item had calorie information right next to it. Very cool! I can look at the items and determine how they fit into my diet.
A lesson in transparency!
National legislation is coming where all menu items will need to have their calorie information listed and available to clients. In each case, both places are meeting that requirement. The second place is more transparent about it. Some places have embraced this new legislation and are taking steps ahead of time to promote their information.
Think about your clients. Are you holding onto valuable information that you could be sharing with your clients and prospective clients. Are you creating doubts about your products or services by not communicating this information.
Take it another step with social media! What type of information do you post on social media sites. Do you show people some information, but don’t really give them much more than they already know? Are you hiding information and staying in the background as a stalker.
In 2012, marketers need to be leaders and continue to provide people with good content and be on the look out for a lack of transparency that may be occurring in different marketing channels. Think of trade shows. How many associates do you see, sitting behind a table, playing with their phones all day. These people are not inviting and often do not share any good, valuable information.
Be transparent, show people that you are the face of the company and you want people to know and learn more about your products and services. Show people and leave them something to take with them. What good does it do to show people and to hold back on the giving part?