These days—for obvious reasons—we hear a lot about “fake news.” With all my might, I am going to avoid making a political statement here in this setting. Instead, I want to focus on the word “fake.”
Beyond “fake news,” there are obviously a lot of fake people—even more so, it seems, in business.
Being authentic in your transactions and day-to-day business dealings is one of the strongest and best moves you can make professionally. Jerry Brown, a former boss of mine who owns a marketing company in Toledo, Ohio, has shared the statement “truth over harmony” for years. There is great value with that approach. Being genuine and real in your interactions with your clients, customers, donors, or patients makes all the difference. It’s important for us to be candid when interacting with prospects and stakeholders. It’s my strong opinion that the business world needs more truth-tellers. Yet, many things keep us from being direct with our interactions; fear, busy schedules, and the constant struggle to keep the peace in these unsettling times all contribute to this lack.
Start the transformation by evaluating what you are sharing with your audience. And why.
Better Business and Marketing4You
That same approach works in your marketing and advertising. Trying to fake your audience into buying your product or scheduling an appointment doesn’t generally work. It might get you an initial meeting or a random appointment, but this tact give you staying power in your business.
A few years ago, our company did something we’d never done before. We built a brand around a personality. This person is a leader, and she is a force, locally. Our client’s model—which they had used successfully in other markets—was to build the company’s marketing and advertising around the individual. Fast-forward four years, and it’s evident the approach worked. The client gained a foothold in the marketplace and rapidly became one of the most recognizable brands in our market. The institution is fast becoming the go-to stop for what they do.
It wasn’t just the television, radio, and print advertising. It wasn’t even the way the team she works with embraced the campaign and marketed their range of services under the branding umbrella. Those things were important for sure and proved up the brand. The reason it is working so well is that the campaign matches the subject. The authenticity of Carrie’s Changing Business Banking is what drives the success of the message and the business. Carrie is real and that really makes a difference.
