I heard from someone close to me that there was going to be a major meteor shower the other night. Apparently, some comet dust had come into contact with an asteroid field and the resulting dust particles were making their way to Earth’s atmosphere. Between midnight and sunrise, the northeast sky was supposed to be a heavenly fireworks display. So I got up around 2:00 a.m. and went out on my deck to watch the show. Nothing happened! Bleary-eyed, I watched for several minutes and didn’t see a thing. I begrudgingly went back to bed.

There may have been a great explanation for why I didn’t see the meteor shower. There may have been too much surface light for me to see these shooting stars. It could be that I was not patient enough, and if I had waited another 30 minutes or so, I would have received the greatest night show ever. There could have been all kinds of explanations, but the bottom line is this: I was disappointed. The hype led me to believe that there would be a constant shower of falling stars from the sky. The reality was much different.

This is the same let-down feeling your customers get when you over promise in your marketing and cannot deliver. Marketing is all about pushing the limits of your brand. It helps you keep an edge over your competition. However, if your brand is not able to keep your marketing promises, it is time to rethink your marketing message. Even though a sensational piece of advertising will capture the attention of your target market, if you cannot deliver what you promise, you are doing more damage to your brand than not marketing at all. It all boils down to consumer trust. Does the market believe your brand is credible or not?

You may argue that your marketing is credible and that you can back up all your advertising claims. It will not matter if you can defend your marketing if consumers think there is something suspicious about it. They get the last word because they decide where they will spend their money. This is where staying close to your customers will pay off. Their opinions about your brand determine your credibility.

How do you keep from stepping over the line with your marketing? First, know where the lines of good taste are with your customers. Don’t violate their consciousness. Second, make sure you can deliver all you say you can. Third, find out where your competition is stepping over the line and exploit it with your customers. Point out their inconsistencies and shore up your offerings to beat them where they misstep.

The bottom line of marketing is to create opportunities for new customers and retain your current customers. Make sure you are staying within the bounds of what you promise.

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The Starry Night, by Vincent Van Gogh