Ever since great aunt Ethel died from eating too many peas, the children only ate them for breakfast.

Messaging about the cancerous dangers of cell phones is always surfacing in the media. But, so far, it’s just rumours and it has not slowed down the market. The value proposition outweighs the perceived risk.

A recent article, “Do we understand the “risk” of mobile phone use?” looks at our assessment of risk. It argues that evidence rarely settles an argument on risk. People already have an opinion and they use facts that support their argument and ignore facts that don’t. So, how do you market to people who have decided your product kills them and won’t listen to your facts?

Well, for a start, know your facts and own them. Be consistent, repetitive and truthful in your marketing communication about what you know. Seek out more facts where you don’t know them. Take every opportunity to promote the facts whether it’s in advertising, on web sites or in responding to blogs. Engage with the market and be responsive to concerns and criticism.

The Marketing Thought

Don’t stick your head in the sand and hope it all goes away. One day, perceptions will change and the market may bite you.

And, no one likes a dead client. It’s messy and there’s too much paperwork.

Just a thought.

Tim

Photo licensed by Kheel Center, Cornell University

Tagged as: effective communication, messaging