Wednesday, May 7, 2008

What Drives You

Yesterday, I touched on the notion of being genuine. Let's go a little further.
Who do you trust? Think of your mentor, your favorite teacher growing up, a coach, a trusted accountant/attorney/doctor...a parent. What makes you trust them?
They all tell you what you need to hear, not what you want to hear. They are experts in specific areas. And they stick to what they know.
Apply this to your marketing. What drives it?
  • Trying to appeal to everyone.
  • Or sticking to what you know.
In the first, you don't own your messages. You're just spewing what you think people want to hear. Guess what, it's not genuine. Too many companies take this tact. One reason...it's easier. And the result is corporate speak.
Instead, find what you do or know best, and dog it. Own the messages. Find that group of people who care. And make them trust you, need you, HAVE to use you. Simply put, be genuine. Be authentic. Say what you do in simple terms, then deliver.
I've been thinking about the lack of genuineness lately. And I'm not the only one; check this out (thanks to my coworker Jessica for pointing it out); and this.

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