Deliver What Your Marketing Message Promises

When was the last time you got an e-mail, read a flyer, watched a television commercial or got excited about any marketing message only to think, "This is it?" when you got the product? It's an experience we all have faced before. How does that make us feel about the person or company who delivered the message?

The same is true when we create our own marketing message. We need to make sure that we are delivering what our message claims to deliver. When we don't, we will sacrifice our credibility. Once that happens, it's hard to get it back.

The problem is that there are many people out there who believe in the philosophy of saying whatever you need to say to get the sale. They play the numbers game. They know that if they make enough promises to enough people, that a certain percentage will bite. They are not concerned about what consumers think about their messages as much as they are concerned about making the sale.

What is forgotten in this kind of marketing? Building Relationships. These people will launch new products and messages every month leaving a path of half-truths and disappointments in their wake. They have no time to deal with consumer irritations of the past or building loyalty for the future; they are too busy finding the next sale for today.

My advice to you is not to get caught up in this kind of marketing behavior. Everything that you read in this blog stands for ethical marketing that invests in relationships. While I can't know everyone perfectly, I really try to introduce you to other experts who demonstrate ethical messages as well. Who you choose to learn from is important to the kind of marketer you will become.

Think about your messages as you create them. Ask yourself, "What is my goal with this message?" Is it to get a sale at any cost or is it to represent honestly what I am offering to give people the knowledge they need to make an informed choice? There is nothing wrong with casting your product, service or books in the very best light, as long as that light is truth.

If you deliver what your marketing messages promises, then you will create a reputation that allows you to build relationships over time. In turn, you will be rewarded with an army of people of people who will tell others about you and your products. You won't be starting each month trying to find the next gimmick to find new people to buy your products.

It's up to you. Are you in it for the long run or just the next sale? What you choose today can determine the quality of your business down the road.

Tony Eldridge