Here is a way to succeed in life and in business: keep your promises.
I realise that at times it can be quite hard to do this.
Consistently delivering on your promises can be life changing.
Think of someone you know who does this.
Now think of a business that always keeps its promises.
If they say that they will call you back, they do so. If they are going to do something for you, it gets done.
Consistency is a message in its own right, isn’t it?
Sales and marketing can benefit from this.
The buyer thinks: I may not need you now, but I know where you are and I trust you.
Keeping your promises demonstrates integrity, which is a core brand value.
How hard can it be to keep a promise?
Does integrity matter in marketing, or in business for that matter? Seeing this question from the customer’s perspective, they like to be treated well. If there is a problem, they want it resolved quickly. Companies can save money by cutting down on service levels, avoiding their responsibilities and controlling customer communications through the use of technology.
What effect does this have on their reputation? What happens when customers start to leave them in droves (a certain UK utility company comes to mind).
Integrity is part of a person’s character. The character of a company’s founder / owner is mirrored within their brand personality. Can you think of a famous person for whom this applies?
If you run a business or are responsible for marketing, take a moment and think about your values. What matters to you? What do you believe in? The answers to these questions will feed into your brand, website, social media campaigns, advertisements, printed matter and your entire promotional mix.