All of us market either specifically our product or services or generally our business or ourselves. It is what we do. We market in everything that we do from the time we wake up until we go to sleep. It is every smile, frown, laugh, word we speak, story we tell, or gesture we make. We are a constant marketing machine, and we must understand that.
It does not matter what we put forth in our marketing if it is not the truth. We must remain honest and forthright in what we say and do. We cannot mislead prospects or customers. We must never cheat someone with whom we are partners, either in business or in networking. People do business with, and refer business to, others that they know, like, and trust.
If you lie to someone, they will discover the lie, and they will stop trusting you. Moreover, they will tell others that you are not trustworthy, and that will damage your credibility. We must do everything that we can to remain credible and have others trust us. We must never lose the trust of others. We must remain above the urge to stretch the truth to make a sale.
In the search for trust, we should always give the other person the feeling that we are sincere in our words, our gestures, and our actions. It does not matter what we say or do; do we appear or sound sincere at the time of the spoken word or gesture? Does our marketing material ring as truthful, and does it read as sincere to the person to whom it is directed? Would we want our family to read it and believe it?
Previously we have discussed that what someone says is very impactful, but how they say it is equally important. We can tell someone that we cherish and love them, but if we do so in a different manner, it can be hurtful and cruel. We can have the best product or service available, but if our marketing material does not present that fact in a sincere manner, we are doomed to gain new customers.
If anything sounds too good to be true, it probably isn’t true. If our claims are so outrageous as to appear unbelievable, no one will believe us. We want others to believe us and embrace our marketing material as facts that they can rely on. Why do we ever make outrageous claims that others must defend if they support us or are our customers? We never want others to be ashamed that they believed lies from us.
When we are sincere in our marketing material, we put others in a comfortable situation when they become our customers. We want them to refer others to us and encourage those others to join them as our customers. We want our customers to be our unpaid marketing associates and partners. We must make their referrals valid by making sure that we never mislead them, and we must be sincere in our words or actions.
Gratitude Marketing provides us opportunities to make others believe that we are grateful for their business or support. We must be sincere in our expressions of appreciation and make other know for a fact that we appreciate their actions to support us. Keep in mind that we are remembered for what we say and do but also for how we say and do it. Please leave me your comments, or email me at Jim@JimTeasley.com, or call me at 360-314-8691.