Silence damages businesses and wastes marketing efforts

Throughout the week, my local paper delivers not only news but advertising flyers from nation-wide organisations with local facilities. The flyers are informative and typically invite the reader ‘to find out more, call (a named person) on a local number (provided)’. One flyer I received had information I wanted more details on, and called the stated number many times over the following week but the phone wasn’t answered. Two weeks later I got through and once I had the email address of the person I needed to contact, sent off my email. Three plus weeks later,  I’m still waiting for a response. My takeaway? Money spent on marketing is wasted unless the organisation’s whole approach and its internal systems and actions match its rhetoric; the deafening silence to external enquiries tarnishes the business’s reputation. It can be avoided.