I’m often involved in conversations with small business owners regarding their marketing materials, and lately I’ve notice a disturbing trend. There’s an increasing gap between companies who hold integrity dear, and their competitors. A prospect has to dig pretty deep to know who’s good for what, and you’re left with two large responsibilities – business ethics and conveying them so a customer has a clear choice.
When you provide a service or product that exceeds client expectation, you increase your competitive edge by a wide margin. When they can see it coming because of the way you present yourself, you do even better. Knowing how the ‘dark side’ does things helps you stay above the fray and show others what to avoid, too.
When sales decline, budgets tighten and typically, the first area to be scrutinized for cutback is promotion and marketing. Part of the magic of marketing is the ability to create perception. Businesses must create and maintain a perception that they are critical, viable and resilient.