Back in June, Marcia Yudkin devoted a Marketing Minute to the idea of controversy and how to use it to your advantage.
Cool new concepts, she says, invariably invite backlash. “It’s as natural a dialectic as a toddler protesting ‘No!’” (Her example was the “buy local” movement, which has been denigrated by folks who believe advocates are bullies.)
So what do you do when someone has lobbed a protest over your wall? According to Ms. Yudkin, you should probably determine whether your opponents genuinely oppose you or if they’re just acting out of perversity. Whatever motivates them, they’re getting attention says Ms. Yudkin, and you can too. You can write a blog post, publish an infographic, or confront your opponent in a public meeting or webinar.
Now I’m not sure that I got much attention, but in my August 27 post, I took on AT&T. This behemoth would probably like you to believe that it works diligently to ensure customer delight. Given how the company recently handled my brother’s $0.20 underpayment on a bill, I disagree. The $5 “late fee” charged was IMHO not a delight-creating act, and I made sure that the Facebook, LinkedIn, and Twitter constituency knew about it.
Controversy is tricky, though, and, Manta recommends against discussing controversial topics in a business setting. Politics, religion, and morality are potential minefields, and some customers will disagree with your position. The message, of course, is that it’s better not to alienate them and risk losing their business.
What are your thoughts?
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