Good business advice generates a lot of positive effects, marketing wise. It creates and nurtures trust. It establishes credibility. It sets up the sales-readiness that every financial lead generation is supposed to aim for.
But when it comes to advice, emotion tends to play a powerful role, even in ways that often surprises B2B marketers. Take anger for example. You don’t need World War propaganda to see how prospect’s are more prone to action when you rile them up and point them to a common enemy.
Unfortunately, what happens when this backfires? What happens when your impassioned speech about certain financial ideals provoked the occasional backlash from a disappointed customer?
While this doesn’t mean that you shouldn’t altogether avoid pulling a prospect’s heartstrings (yes, even in B2B lead generation), it should tell you to be careful. How you respond to an angry dissident can either defuse the situation or just make it worse. There’s no hard formula for it either. There are plenty of guides out there for handling angry customers. Many will give you only just a general idea on an angry customer’s motives and varying opinions on either who to ignore or how long do you keep responding. There is still much to be explored on the psychology behind those who just have a bone to pick with your sound advice:
Reason #1: It might have backfired on them
You can’t make anger worse than mixing it with both dissatisfaction and disappointment. There are plenty of financial horror stories where a customer thinks they’ve finally fixed their finances only for things to get worse. If you’re in any business of giving advice, you’ll eventually encounter some of these critics in one way or another.
Reason #2: They demand accountability
Alongside #1 is their desire for some accountability. You gave advice that didn’t serve as well as you claimed (be it on your blog, during a seminar, or even in a private conversation). This obviously could lead to bad PR and in turn, make things worse for your lead generation campaign.
That’s why it’s never good to dismiss rants and alleged ‘hate mail.’ For all the heat you get from them, they’re all simply asking you what you are going to do about it.
Reason #3: They have a ‘better’ solution
Perhaps they simply think you’re marketing yourself too much like a wonder drug. Maybe there really is no such thing as one-size-fits all financial strategy. Might it be that you’ve been giving that impression to readers and listeners?
Maybe it would be a good idea to be more collaborative by exchanging ideas with other thought leaders, not just potential customers. At the very least, you’ll be making a disclaimer that says you fully understand the possibility of being wrong.
When your good advice benefits one group of people but then ruins the lives of others, it’s not just the advice you should be worried about. You should understand how that advice has failed them and perhaps it’s better to safely minimize from making too many guarantees.
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