Cunard Breaks the Rules
Francesco Schettino, captain of the Costa Concordia—also owned by Cunard's parent company—did not know his seamanship. She lies on her side off the Tuscan island of Giglio, Italy a full year after killing 32 people.
As a result—with zero airline fatalities in 2012—cruise ships instantly became 32 times more dangerous than commercial jet travel.
In the words of a former boss of mine in the 1960s, Henry Castor, sales manager of Franklin Watts Publisher: "God protect us from amateurs."
Takeaways to Consider
- A company's advertising is its public face.
- If your marketing materials are cheapsy-weepsy, you will be perceived as a purveyor of cheapsy-weepsy products and services.
- When a 77-year-old passenger—booked on the world's premier luxury liner—is forced to print out e-tickets, fold luggage tags and pack a stapler, ipso facto the cruise line's customer care sucks.
- When you fulfill an order, the buyer should be able to use it immediately—plug it in and listen to it, read it (without a magnifying glass), wear it, hang it on the wall or attach it to luggage. When "batteries are not included" or "you must bring a stapler" are the mantra, the net effect is a downer.
- The point of welcoming material is to resell customers—reassure us that we made a wise decision and can expect an unforgettable experience.
- "The sale begins when the customer says 'yes'." —Bill Christiansen, freelance copywriter
- Do not allow lawyers to screw around with your fulfillment copy.