Last week, I got an interesting call from a business associate who said he didn’t like our “Friend of the Family” marketing campaign. He felt that, as a commercial enterprise, it is disingenuous to say we’re a “Friend” or “Family.” Our own financial interests come first he argued.
That got me to thinking about why we took on that messaging and whether or not we can fairly hold that statement up as our banner.
What does it mean to be a Friend of the Family? For me, it means putting a family’s priorities first when they’re suffering. It means being genuine in listening and offering support. It means picking up the phone, no matter what time of day or night, and providing service even when it’s inconvenient. And it means being part of the healing process, trying to make things as whole as they can possibly be.
I don’t think it’s disingenuous to use that phrase as a standard by which we, as a provider of funeral services and memorial property, should measure our performance. In fact, by our actively placing that phrase into our marketing and within our own offices, it both reminds of our own higher calling and puts all our staff on notice, as it were, that the public will be holding us to our own words if that’s going to be our slogan.
Like any standard, we may not always hit the mark. But if we don’t continue to strive toward that standard every day, then, yes, that associate is right and we’re just another business.
I believe we’re better than that.
With that in mind, and as the Holidays are now upon us, speaking in the truest spirit of what it means to be a Friend of the Family, let me wish each and every one of you a season of gladness and good health; and for those who come to this season in pain, may you soon find healing through the love and support of those around you.