If you don’t like what’s being said, change the conversation. –Donald Draper, Mad Men

Your brand is your message. When customers see your logo or hear your company name, what’s the first thing that pops into their mind? Do you know? If they spend 30 seconds on your homepage, will they know what you’re all about? Can they access your site through their cell, on their tablet or via their laptop and be met with the same levels of service?

First impressions matter—especially when your customers are coming to conclusions about your business within the first minute or two (or less). Our future is dictated by customer satisfaction and reputation. When things are headed in the wrong direction, it can be hard to recover, redirect and right the ship. If things have already gone awry, it might be time to hit the reset button completely.

In the show Mad Men, Don Draper, a man who’s constantly reinventing and redefining himself throughout the series, offers up one of the best pieces of marketing advice. When his client is faced with the conundrum of how to direct a campaign that’s received some negative PR, Draper offers up this advice: “If you don’t like what’s being said, change the conversation.”

Even if you aren’t facing resistance from the City of New York over the prospect of demolishing Penn Station, you might have your own dilemma: how to present your message in the way you WANT it to be received. Craft your message, make it clear and steer the conversation in the direction YOU want it to go. Here are some tips…

  • Is your brand unwittingly spreading an unintended message? Perhaps it’s time to get back to the basics. Brand colors are important and brand consistency is vital when crafting the brand message you want to spread.
  • Review these 4 ways you may have missed out on connecting with leads and customers.
  • No one wants to think about it, but brand crises happen. How the conversation is directed from that point forward makes all the difference. Chipotle’s recent crisis could actually strengthen the brand if handled correctly. On the other hand, Volkswagen’s recent missteps might prove detrimental to their brand in the long run.
  • One of the secrets to directing conversation is to steer it away from you or your company and move it towards the audience—your customer. Think of it like a cocktail party: the most interesting conversationalists aren’t droning on about themselves.
  • Conversation is two-sided. To ensure your customers are interacting with you in ways that meet their needs, choose responsive design for your website. Responsive design ensures your website renders beautifully and works great on any device.
  • Still looking for ways to shape the conversation? Study these 12 Greatest Marketing Campaigns of All Time for examples of simple messages engaging customers to change the conversation.

For more ideas on how to craft the conversation you want to have with your customers, be sure to follow Cultivate on LinkedIn or subscribe below to receive Motivational Monday updates in your inbox each week.



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