People impute – they assign values to thing based on inference.
Facts and data support our emotional beliefs rather than craft them. The way a product feels. The experience of the website. This is how we decide if things are “for us.”
Your prospects and customers assign value to your company based on the same process.
What this means:
- If your content is unremarkable, they assume your products are.
- If your design is low quality, the same quality is attributed to your offerings.
- If your sales process is disjointed, they believe your customer service will be too.
- If your competitors have a better website, or customer experience, or better content – they believe they are better.
People impute. The reality is secondary. The inference is what matters.
This is why every touch with your company matters. Every touch is a part of the story you’re telling.
As a marketer it’s your job to make sure you’re telling the right one.