There is no more effective way of dealing with customers than telling the truth and backing it up. The best recent example is Toyota.
They have gotten a lot of publicity in the past few weeks and none of it has been good. Their TV ad to handle that negative publicity was excellent. If you have not seen it, they basically say three things:
A. We have missed the mark. We are not living up to the quality that you have come to expect from Toyota.
B. Everyone from management to the front line workers have stopped production and we are working on getting this problem fixed.
C. We will hit the mark and you will be able to trust us.
No excuses, no clever ad trying to divert your attention, just the truth. It worked for me, I salute Toyota. The elephant in the room never goes away until you talk about it. You can try to divert attention, you can say that it is not there, you can be silent, but the elephant is still there.
People love a great story, tell yours in your advertising. Make sure it is true, make sure it is something you can back up when they visit your store, but tell your story and tell the truth. It works.
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