The Solid Gold, No-fail Key to Marketing Success

About 15 years ago, when I had just started as marketing director for a small New England college, I bumped into one of the faculty as we collected our mail. When I introduced myself, he balked. “So, you’re going to give us the Madison Avenue treatment,” he said, making no effort to hide his disdain.

We later became friends, but his remarks unnerved me. I was new to my job and had just been given the role of marketing head a short week after arriving to direct the college’s communications efforts. I really didn’t know what I was doing, and his comments made me feel like I was leading some tainted effort to snare potential students with sleazy sales pitches.

Marketing Must Be Authentic to Persuade
Of course, that’s a common misperception of marketing, with a basis in truth. Traditional advertising manipulates our emotions to get us to buy. But we’re long past the days when the Don Drapers of the world could push out one-way messaging without consumer push-back (unless, of course, the product was a total dud).

Marketing (which includes advertising), especially on today’s consumer-driven Internet frontier, has to be authentic to persuade. Messaging is no longer one-way. Consumers have many options to research products and services online; reviews, forums, Twitter, Facebook, YouTube, blogs and more provide ample ways to confirm or deny marketing claims. Bad reviews spread with the speed of data transmission.

While the fear of someone sinking your business with a critique that goes viral may be enough motivation to be authentic, here’s a much better reason: Integrity is the key to effective marketing.

Be True to Yourself and Honest with Your Clients
Whether you’re creating content for your website, a blog post or a tweet, be true to yourself and you’ll never have to worry about making promises that you can’t fulfill even if you mean well, getting business under false pretenses, or overextending yourself and undercutting expectations.

I share this because marketing can seem such an overwhelming and unpleasant prospect, a necessary evil when you’re a small business owner who already has far too much to accomplish each day. It’s often the lowest priority on your to-do list, the tightest budget item. You know you have to do it to get business, but, like my former college colleague, you avoid it or hold your nose.

Discover Your Strengths to Reach Those You Help Most
So, consider this: Marketing is certainly challenging. It involves a lot of time and attention to detail and strategy and follow-through. But marketing is also one of the best ways I know to discover your strengths, the true value of your work and how you’re helping others. Developing a solid strategy forces you to think rigorously about your ideal client, the problems and mistakes she struggles with, and how you help her to find solutions. Telling your true story becomes a source of pride in all of your hard work and accomplishments, as well as a means to get the word out and find more great clients to help. Honest client feedback enables you to do even better.

While I was marketing director at that college, I made a solid commitment never to create any false advertising. Sometimes I had to rein in enthusiastic colleagues who wanted to oversell their programs. Sometimes I had to say no. I worked hard to find and tell honest stories, and the college attracted more qualified students.

The same will hold true for your business. Be authentic, serve with excellence, market with integrity, and your work with thrive.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

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2 Responses to “The Solid Gold, No-fail Key to Marketing Success”

  1. Zayda Vallejo says:

    Evelyn,

    This is a very interesting blog. Thank you for your support and encouragement about blogging. A fascinating and frightening prospect at this moment.

    with a deep bow of gratitude,

    Zayda

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