Truth in Advertising

by Karen D. Swim

Frank Martin wrote a post yesterday on product packaging. A German company did a study comparing product packaging to the actual contents and the results were eye opening. If you have ever purchased something that did not quite look like the pretty picture on the box, this study shows that all too often what you see is not what you get.

Product packaging can be seen as truth (or not) in advertising. It applies to both products and services. It is possible to deceive the consumer with flashy glossy packaging that hides the poor quality behind the slick marketing.

"As scarce as truth is, the supply has always been in excess of the demand." --Josh Billings

Have you ever read a well written compelling ad that inspired you to buy a course, an ebook, or some other gidget, widget or expertise? The marketing message spoke to your head and heart and you couldn’t whip out that credit card fast enough. Then you tore off the shiny package and you were disappointed by the contents. Yep, been there too.

Great advertising and lousy services can get you lots of one time sales, but they won’t build a long tern following of customers who trust you. Be true to yourself and your customers and the rewards will be undisputable.

Photo Credit: TW Collins, Flickr

The Road to Success is Paved with Giving

I received my weekly e-newsletter from Jeff Crilley, TV Reporter and in it he writes:

“Whether you are having a Starbucks with a potential client or trying to pitch the media a story, it is important to remember--- IT IS NOT ABOUT YOU!

I run into a lot of people who say they are networking. But I have discovered that if you go into any relationship with YOUR goals in the forefront of your mind, you will fail.

Try this the next time you are approaching a member of the media or trying to attract a new client or customer---help them first.”

I could not agree more. I am a huge proponent of AUTHENTICITY in marketing. Authentic according to the dictionary is to be genuine, real, not false or copied. I believe that for your marketing to be authentic you must create real connections with your market. Connections which are only possible when you truly care about their needs and wants.

Are your marketing materials all about YOU? When speaking with potential customers are you more interested in what you can sell them than what they need?

In his newsletter, Jeff quoted one of my favorite Zig Ziglar quotes: “You can have everything in life that you want if you will just help enough other people get what they want.”

Try implementing this simple philosophy into your networking and marketing. I guarantee that if you look for way to help others get what they want your business and life will be richer than ever imagined.