Understand Your Buyer > How To Keep Your Clients Happy > The Error Message Effect
What is it?
The Error Message Effect is all about diffusing the potential negative effects when something goes wrong. From playful 404 pages on websites to having a sense of humour in your marketing, showing your fallible side can often save the day.
Why does it work?
It works because your buyers will appreciate your honesty and willingness to take ownership of the situation. Most notably KFC changed their supply chain and had a shortage of chicken. They fixed the problem and ran these ads as a result. This not only diffused the situation, but garnered yet more awareness for their brand.
How can you use it?
In a proactive sense, having playful messaging for when your website and systems are down is a simple change that nearly every business can make. Think about alternative things your buyers can do to overcome the situation and give them the phone numbers, links and other information so that any issues can potentially be overcome.
After that, it’s important to remember that when things go wrong (as they will do at some point), dealing with everything in a frank and honest way whilst taking ownership and remaining light-hearted will always be the best route.
Like this kind of stuff? Want more?
Understand Your Buyer:
100+ ways to reach, engage and convert people to buy using psychology, science and common sense.
In the book we cover:
✅ How people work – 18 factors that affect client behaviour.
✅ Selling Communication Basics – 12 ways to communicate more clearly.
✅ How to get attention – 18 ways to stand out and be noticed.
✅ How to engage – 27 ways to engage potential buyers.
✅ How to convert – 10 ways to convert prospects to buyers.
Everything in the book works and is backed by psychology, science, common sense and my own testing.