Common Business Mistake: Bad Publicity

Marketing Through Controversy Can Backfire
There are success stories that used controversy to build a brand name and to promote their business through controversial issues. This may include using swear words in the product to outright rebellion against the system. It is true that many of us never hear of a person or product before the controversy. That doesn’t mean their sales increase with the exposure.

Ruffling feathers in some venues may increase sales as people rush out to buy the product (or read the blog/book) to see what the controversy is about. But, think about the long term. When you offend people they want nothing to do with you. You alienate part of the market.

It also stains your company/personal brand. You are never again seen with the same respect or social standing. Branding is the one thing that people remember about you/your business. It is important to make sure that your marketing campaign focuses on the positive – problem solving – customer friendly aspects of the business.

If you are considering to spark controversy then it is vital that you know everything about your target audience. Who will buy the product – not who will jump on the controversy bandwagon. What is the risk assessment. How far do you want to offend people.

Can you realistically expect to earn more money by losing a large segment of your target audience?