We all
must develop our core values and the messages that support those core values
while we are varying the messages that support our product line. Our core
values may remain the same and be consistent over time. No matter what product
or service we may offer, we must be consistent with our messages regarding our
core values.
These
messages are the words that we speak, print, or even imply in our daily marketing.
They are also the actions that we, and any employees that we have, show to the
world. Marketing is everything that we do from the time we wake up in the
morning until we go to sleep. It is the perception that people gain from the
actions of all of us that represent any business.
When we
attend networking meetings we put forth a message about our business. We are
marketing our business, not selling any particular product or service. We may
mention a product or service, but the underlying message is about us and our
business. We are not trolling for a customer; we are looking to establish
relationships.
What type
of message do we put forth when we attend a networking meeting once, and never
return again? We allow people to believe that we were just looking to sell to
clients, and when we didn’t at the meeting that we attended, we didn’t see any
value in returning. We should attend any meeting at least twice to gain an
accurate look at the group’s membership and the flow of the meeting.
Let’s say
the group’s make up just doesn’t feel comfortable to us. Maybe the meeting time
or place is inconvenient to us, or maybe the other attendees don’t support our
core values. Could we influence change in the group to improve the prospective
for success for everyone? Maybe the group represents an opportunity for mutual
prosperity for all the members if we contribute to the betterment of all the
attendees.
Remember that our core values must be reflected in all of our
marketing efforts. No matter the product or service that we have developed for our
clients, all of them must conform to our core values and the marketing for each
must also conform. If we market any offering in a way that conflicts with our
core values, we will be discovered quickly and our business success will suffer
from our failure to be consistent.
What are our core values? How does our marketing reflect our
core values, and how do we and our employees’ actions reflect our core values?
Remember that marketing is everything that we, our employees, and our business
put forth each and every day. Market consistently with our core values in mind,
and our businesses will thrive. We must make sure that the public knows what our
core values are.
Please leave me your comments, or email me at Jim@JimTeasley.com, or call me at 360-314-8691. How do your business partnerships reflect your core
values, and do your partners hear your core values in every marketing message?
If an individual marketing message for one product conflicts with the overall
impression that you put forth, change it. Protect your overall reputation by
being consistent.
Right on again, Mr. Jim. Thanks for sharing your thoughts with us.
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