Building Trust Through Failure (Yes, Really!)
This week, I saw an email from Grizly, an alcohol delivery service. The initial email was, in their own words, "incomplete," filled with "(name)" placeholders and lorem ipsum text. Their follow-up email, however, was a masterclass in how to build trust when you mess up. They owned the mistake with humor ("My dog did it."), offered a relevant restitution ($5 off or free delivery), and expressed gratitude for understanding.
Case Study: Renovation Church
Renovation Church is a thriving multi-ethnic church in the city of Atlanta. The COVID-19 pandemic was particularly difficult, as they could not physically gather for 14 months. When they were able to begin physically gathering again in 2021, they found that their church was conservatively 50% new compared to pre-lockdown.
The challenge they faced was how to build a culture of generosity in an environment that was still reeling from COVID-19. They needed to do it quickly, as they had purchased a brand new building just before the lockdown.
In the immortal words of the great Wyatt Earp, we needed to “Move slow, but in a hurry.”
MAC Workshop Notes
Marketing is influencing a person or business to take action. - Heather Schueppert