Superlatives, embellishments and even lies are at times associated with communications PR and marketing messages. Whilst often successful in the short term they can be hugely detrimental to your reputation and public opinion.
Whilst starting to write this I am reminded of two different hotels I stayed in whilst travelling through Southern India earlier in the year. Both were £55 per night so our expectations were simple. The Deshadan in Varkala calls itself a “cliff top resort” and “masterwork of craftsmanship and promises”. In reality it was surrounded by buildings, with absolutely no views of sea or cliffs, disinterested staff and full of rooms at the extreme ends of the quality scale despite the flat rate. Above all it wasn’t actually the quality that disappointed rather the disparity between what was offered and what was provided.
Lack of information can however work in reverse. Cardamom Club in Thekaddy has a very simple website, with little information. And to be fair it is a simple property, providing just the basics – there isn’t even mention of food available. The truth is very different. Nothing was too much trouble. George, the owner, was a host rather than a manager…and the simple home cooked food incredible. By promising and delivering the basics, overlaid by incredible service the Cardamom Club has generated an incredible 100% rating on www.tripadvisor.com, which means other people are doing the selling on their behalf.
Instead of telling half truths and using misdirection, third party endorsement keeps Cardamom’s cottages full and phone ringing.
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