Text message fails are so common in the business world there’s a website devoted to cataloguing them. Unlike other workplace errors, which usually don’t spread beyond the safe confines of the office, a mistake-laden text blast is sent to customers, with potentially disastrous consequences for your brand image.
Luckily, members of the public are, for the most part, likely to see the funny side - as long as we’re talking about an unfortunate autocorrect or some other minor error, and not personal insults or sharing of sensitive data! In most cases, then, there is a way back.
A big part of your recovery lies in the apology you issue after an SMS marketing fail. The way you go about apologizing can cast you in a positive light. The best case scenario is that public opinion of your company will actually improve (although we wouldn’t suggest sending an error-strewn text message just to test this theory!). So you’ve messed up and sent an erroneous SMS to thousands of customers. Here’s how to apologize:
You know how it goes. You make a big mistake - one that everybody will soon know about – and you freeze. Except for the back of your neck, which burns. All you can do is close your eyes and pray that when you open them you’ll have travelled back in time. The paralysis brought about by guilt and fear is of no use to anybody, so instead of waiting around for stuff to hit the fan, you need to immediately own your error. Go directly to your boss and break the news before they find out about it from someone else.
Squirming around for a way to downplay a mistake is uncomfortable for everyone. Don’t do it. Admit exactly what happened so you can strategize the best plan of action. Don’t be tempted to drip feed your coworkers in the hope your mistake will seem less serious. It won’t – it’ll just look like you’ve made a series of errors and then tried to sweep them under the carpet.
Face the Music
In most cases, you will need to issue an apology to the recipients of the erroneous text. Yes, this is embarrassing in itself, but it has to be done – and quickly. Have a creative meeting and craft a humble, humorous apology that will appeal to your audience’s better nature. Depending on the scale of the error, you may need to offer some kind of promo code or discount. This will usually do the trick of getting people back onside. Your budget will take a hit, but it’s worth it to retain those all important contacts.
Don’t dwell on the mistake. If you allow it to distract you, it will only set you back. Don’t let one error define you.
That said, it’s worth following your apology SMS up with a reference to the mistake on Twitter or social media. If it was relatively funny, and threatens to be shared by outsiders, you should pre-empt this and talk about it yourself. Own It lest it Owns You.
Mistakes happen on the way to success. Learning how to deal with them via sincerity, humility, humor and efficiency will turn a stressful situation into a bona fide learning curve.