As a Marketer, Our Word Is Our Bond

"Truth is the most valuable thing we have."

Mark Twain (1835-1910) American writer and humorist

Why so? – Because in the long run, as humans, it’s the truth that binds us. It’s what establishes our perpetual credibility. And being the ethical business-people that we are… and we are ethical, right? 😉 – We know that business credibility is huge in terms of establishing long-term relationships with, and ultimately sales from our target market.

There’s simply no room in the business-world for unethical business people… period!

Let’s put it this way, unless they don’t have a choice, your clients, that is if you were fortunate enough to get any in the first place, can and typically will fire you as soon as possible if they sense an integrity issue. 

As for the rest of your target market, they won’t even give you the time of day, let alone buy from you. With all that being said, worse still is that unless you don’t have a conscience; you’d have to live with yourself.

Now, if you’ve been around me for any length of time, you may have heard my strong opinion that we’re all marketers, all the time – some of us are just better at it than others – hence the differences in results from one person to the next.

And as marketers, our use or misuse of our words reflect our integrity and ultimately our results. Remember, one lie can wipe out a thousand truths – truths that took much of your valuable time and money to deliver. Whether right or wrong, we’re always under the microscope of others; being judged when we show up by how we show up. 

So ask yourself how are you showing up for your target market? How do you want to show up? Are the answers to those two questions the same? If they are, you’ve got the consistency needed for sustainable marketing success. If not, get to work and do whatever it takes to close that gap.

It’s important to note that for the most part, people buy with emotions first and then justify their purchase with logic later.  And as marketers, we use words, whether spoken or written, to create that emotional bond. 

A key to remember here is that there needs to be consistency between your words and your actions. Mislead your target market and like a boomerang, it will come back to you in one way, shape, or form – whether it’s through, product returns and refund requests, lack of additional purchases, or worse yet, negative viral marketing about you, your product, and/or your business.

Believe me, with the proliferation of the Internet and the many avenues it brings such as social networking forums, email, and product review websites, just to name a few, negative PR travels at what seems to be light speed and regardless of whether it was warranted or not, it can be very damaging. Believe me; businesses have gone out of business for less.

The key here is to under-promise with your marketing and over-deliver with everything else; not the other way around. Sure you can promise the moon, just make sure you can deliver it – as well as maybe a few unexpected stars as well. There’s nothing wrong with as the well-renowned management expert and author Tom Peters says, “WOW-ing” your Clients.

Unfortunately, too often though we see marketing that promises that “magic pill”, you know, the one that will give us the body of a model or make us a multi-millionaire overnight. No matter how obviously ridiculous the promises are, many of us still allow our emotions to get us sucked into their web only to regret our purchase not too long after – that is, as the emotion fades and logic sets in.

So in closing remember, there is power in the truth of your words and misleading others with your marketing surrenders that power. It’s that power that magnetizes you, drawing your target market in with less effort – And as marketers, isn’t that what we all want?

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